Jonathan Yurek
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Brave Beginnings

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Brave Beginnings wanted to increase donations so they could give more hospitals the lifesaving equipment premature babies need. We partnered with Netflix during Prematurity Awareness Month in November to turn the “Are you still watching?” screen into a call to action that takes a donation straight from the viewer’s account on file after each hour of viewing. 

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CLICK
The user will log in to Netflix as usual. After their first hour of viewing, the “Are you still watching?” screen will appear.

DONATE
After saying yes, a second screen will give them information about the Golden Hour, the first hour after birth crucial to the long-term health of a premature infant. The viewer will then be asked to make a microdonation for each hour of Netflix they watch during that period of time they’re logged in.

LEARN    We’ll send an email to the login address used after the viewer’s Netflix watching ends detailing how much they donated.  Email recipients will then be able to share how much they donated on Facebook and Twitter.

LEARN
We’ll send an email to the login address used after the viewer’s Netflix watching ends detailing how much they donated.

Email recipients will then be able to share how much they donated on Facebook and Twitter.

 

 
AWARENESS  We’ll create promoted social posts for Netflix, their original programming, Brave Beginnings and influencers, and share them during the weeks  leading up to Prematurity Awareness Month. Reaching over millions of impressions through each of their following.

AWARENESS
We’ll create promoted social posts for Netflix, their original programming, Brave Beginnings and influencers, and share them during the weeks
leading up to Prematurity Awareness Month. Reaching over millions of impressions through each of their following.

 

INCENTIVES  Viewers that donate can unlock additional content for select Netflix original programming.

INCENTIVES
Viewers that donate can unlock additional content for select Netflix original programming.

DONATION MATCHING  Netflix and celebrity spokespeople can match donations up to a certain amount, increasing total contributions.

DONATION MATCHING
Netflix and celebrity spokespeople can match donations up to a certain amount, increasing total contributions.

 

 

IMPACT
The online movie streaming industry continues to experience global growth. We’ll partner with Netflix, the U.S. industry leader, and use their sophisticated recommendation engine to pinpoint millions of female viewers, while having the added flexibility of easily extending our message to other audiences.

Additionally, the second season of Stranger Things, one of Netflix’s most watched series, premieres the day before our event begins, setting the stage for increased levels of binge-watching during the month of November.