Help Plus

Help Plus

Red Cross São Paulo


The Challenge

The São Paulo Red Cross, an NGO assisting 44 million people in the region, relies heavily on one-off donations, which make up 80% of its revenue. 

To maintain their operations, they need to attract ongoing donors or, in other words, subscribers.

The Solution

How many of us have paid for streaming services we never watch? Research indicates that Brazilians usually subscribe to around 4.7 paid streaming services, spending approximately 18 minutes choosing what to watch, often without actually viewing the content.

So, Lew’Lara\TBWA created HelpPlus, the first fictional streaming service that transforms subscriptions into donations. The platform mimics real streaming services’ interfaces and features 100 fake film titles, covers, and synopses to encourage sign-ups without watching, but instead sending money to a good cause.

The launch resembled typical streaming releases, complete with a Hollywood-style trailer in theaters and on social media, geolocated OOH film posters, and reviews on Brazil’s prominent film and series channels.

The Results

Increase in traffic to the Red Cross website
Organic views
Growth in subscriber donations
Retention of fixed donors