We needed to find a way to get people to donate to Food & Trees for Africa in Arbor month. While sharing of heartfelt pleas for donations can work, we decided to rather give people a way to call out friends who have done stuff that’s not cool and give them an opportunity to set it right by making a donation.
We built a responsive microsite that allowed the public to call their friends out on social media for behaviour that was not cool. An integrated payment solution allowed those friends to instantly make up for it with a donation to Food & Trees for Africa. Once they had paid their setright, they could share a post to prove they’d paid and the debt was settled.
1 setright equalled a R20 donation to Food & Trees for Africa and all the proceeds were used to plant trees in South Africa, leading to clearer consciences and a cleaner environment.
Creative Direction. Done in conjunction with King James II