Red Cross needs Help Plus

Many people have more streaming service subscriptions that they have time to watch the content on them. 

From Netflix, to Disney+, Amazon Prime, Apple TV or Paramount+, often there's a steady stream of money leaving people's bank accounts even though they're not necessarily getting use of the service. 

Lew'Lara\TBWA has taken this concept and turned it into a clever campaign for the Red Cross, launching the first social impact streaming platform that introduces a new approach to attracting repeat donations. It's another service that you subscribe to and don't watch, but which directs your payment to humanitarian aid activities.  

The 'streaming channel', called Help Plus, is intended to reinvent the method of donating funds to the Red Cross and, to give even more veracity to the campaign, a hundred made-up titles, covers and fictitious synopses have been created for the public to subscribe to, but not watch. The difference here is that the subscriber can ignore the content with a clear conscience, because the monthly fee money isn't wasted but, rather, donated. 

"The idea of Help Plus was inspired by the real-life behaviour of people who often subscribe to more than one video streaming service, but don't get around to watching them," said Fernando Lyra, Creative Director at Lew’Lara\TBWA. "This inspired the launch of a faux streaming platform, designed to attract donations in a younger and more modern way through humour. But unlike other subscription services, Help Plus avoids that vague guilt around wasting money by paying and not watching."