How Black Bars on YouTube Videos Are Being Used to Advertise NGOs

JWT Brazil Creates Tool to Donate Media Space

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J. Walter Thompson Brazil is helping out NGOs with a campaign that uses the black bars that appear when videos recorded vertically are posted on YouTube. The "Doe as Barras" ("Donate the Bars") project lets anyone who wants to upload on YouTube a video recorded vertically do this through the website, donating the black bars as media space for an NGO. Charitable institutions such as Alcoólicos Anônimos, Ampara Animal, Afroreggae, Associação Brasil Parkinson, Gravidez Sem Álcool, and Instituto Ayrton Senna have already participated.

Previous projects that have used idle media space for pro bono work include a campaign by Doctors of the World's Swedish branch, which used screensaver screens on phones.

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Oct 01, 2015
JWT - Brazil
Ricardo John
JWT Brazil
Head of Planning:
Isabella Mulholland
Head of Art:
Fabio Simoes
Creative Director:
Hernán Rebaldería
Creative Director:
Gustavo Lacerda
Pedro Araujo
Art Director:
Fernando Palandi
Art Director:
Pedro Ricci
Account Team:
Thiago Galdi
Account Team:
Yves Rodrigues
Account Team:
Marcela Castelli
Media Team:
João Dabbur
Media Team:
Siloe Neves
Chief Strategy Officer:
Fernand Alphen
Motion Designer:
Marco Loschiavo
Head of Digital Production:
Maisa Delgado
Digital Producer:
Helio Valente
Production Company:
Epico Digital
Sound Company:
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