As part of Christian Aid's Ctrl.Alt.Shift movement experiential marketing agency Amplify created a film, featuring Neg Dupree of comedy series "Balls of Steel" fame, that takes traditional charity stereotypes (the charity shop donation, the charity bike ride) and turns them on their head.
The film was designed to generate interest among the YouTube generation of 18-25 year olds, re-engaging them with charity via one of their comedy icons and getting them to think about the different ways that they could be proactive, beyond the traditional.
The film finds Neg, our "charity mugger" or "chugger", going to great lengths to make people donate to charity and failing, all to comedy effect.
After witnessing Neg's failed attempts the viewer is told that involvement in charity doesn't have to be this difficult and directed to Ctrl.Alt.Shift website to see for themselves.
The film's aim is to do something different to other charity brands out there and in taking charity stereotypes, showing them in the extreme, even the ridiculous, it prompts the laughs that will give young people the reason to forward it onto their friend networks.
Seeded out through influential bloggers, popular video sharing sites and syndicated through wildfire network by Ctrl.Alt.Shift digital agency, Green Room, the target was to achieve over 75,000 user interactions over a 4 week period.
The Neg film was created to provoke a response, make people look further, visit the website, find out what Ctrl.Alt.Shift is about and facilitate them in making a change through whichever way they wish.
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