Donate the Bars / J. Walter Thompson Brazil
When videos recorded vertically are posted on YouTube, two black bars appear on each side. Knowing the relevance of this channel’s audience and the need NGOs have for spaces to publicize their social actions, J. Walter Thompson Brazil's team created the “Doe as Barras” ("Donate the Bars") project. The idea was to give these institutions, which usually have limited resources for advertising, a little bit more of autonomy and visibility in their communication.
It's very simple: anyone who wants to upload on YouTube a video recorded vertically or in a format different from the channel's, can do this through the website www.doeasbarras.com.br and donate the black bars as media space for an NGO. This can even be done via cell phone.
Some of the NGOs that joined the project are Alcoólicos Anônimos, Ampara Animal, Afroreggae, Associação Brasil Parkinson, Gravidez Sem Álcool, and Instituto Ayrton Senna. Institutions wishing to participate should simply access the website.