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ActionAid ‘Who Pays?’ viral

Agency: Nonsense

Client: Actionaid

ActionAid UK, have launched a viral that allows their supporters to “digitally dress up”  and make their own animation.

It’s designed to drive sign-ups to ActionAid’s ‘WhoPays?’ campaign, which is looking to put pressure on the government for tighter regulation of how UK supermarkets deal with producers in developing countries.

The viral, featuring comedians Bill Bailey and Katy Brand, encourages users to get involved by uploading a photo of themselves, and “dressing up” as a banana, cashew nut or pear for a fight (in the style of their choice) with some supermarket trollies!

Users can personalise their animation, and then distribute their efforts via email, social networking and bookmarking tools (all of which are being used to seed the activity too).  They can even embed the animation in their blog, MySpace etc.

Friends then sign the ‘WhoPays?’ pledge from within the animation itself, and are immediately given the opportunity to create their own campaign video.

eCommunications manager of Action Aid UK, Nathaniel Ashford, said “The more people that see these little mini campaigns and take the pledge, the stronger our case with the Competition Commission becomes.

“Its now easier than ever before for people to get involved with the fight against poverty in developing countries.”

Bill Bailey added, “Supermarkets have become an inescapable feature of modern life. They make out like they are doing us a favour, yet we know that despite their low prices they are making huge profits.

“It’s up to us to make supermarkets ensure that the producers of the food they sell are getting a fair deal, and we have a right to know the true cost of our food. ActionAid is helping to do just that.”

Click here to play the viral

AJR
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