Cyber Finalist in the 2017 Young Lions Competition

PROBLEM:
Lifesaving equipment for the infants prematurely born every year is expensive — so much so that even the nation’s top hospitals find it hard to afford.

 

INSIGHT:
Binge-watching has become a cultural norm, and has people of all ages, especially women ages 22-44, hitting the couch to watch hour after hour of their favorite shows and movies.

IDEA:
Partner 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. 


HOW IT WORKS

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.


SOCIAL

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.

31,587,028 Total Facebook Page Likes  |  Post will link to BraveBeginnings.org to give the user more information. 

31,587,028 Total Facebook Page Likes  |  Post will link to BraveBeginnings.org to give the user more information. 

694K Twitter Followers   |  1,252,488 Total Facebook Page Likes

694K Twitter Followers   |  1,252,488 Total Facebook Page Likes

3,857,410 Total Facebook Page Likes

3,857,410 Total Facebook Page Likes

3,888 Total Facebook Page Likes

3,888 Total Facebook Page Likes


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

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

1.73M Twitter Followers  |  7,591,217 Total Facebook Page Likes

1.73M Twitter Followers  |  7,591,217 Total Facebook Page Likes

WHY IT WORKS

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. 

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.