ActionAid has partnered with Red Bee Media to create an interactive video that celebrates each donor as the greatest humanitarian in the world in an over the top, tongue-in-cheek clip.

The charity worked with Red Bee Media to create a viral that would bring the international development charity to a new audience, whilst encouraging fundraising and raising awareness of PoverTee Day.

The hilarious interactive viral helps consumers engage with the brand as they donate online, they are then taken on a celebratory journey where people all over the world  thank them personally for their small but significant contribution.

The 30 second clip includes shots of screaming crowds with banners that have been personalised with the name of the person who donated, a new town sign being erected using the donor’s name and even Barack Obama cheering them on with his famous ‘Yes (donor) Can’ campaign slogan. 

Sarah Alexander, Account Director at Red Bee Media, comments on how they answered this brief: ‘In a somewhat overcrowded and fatigued environment trying to attract attention online for a charity is a challenge. To achieve this we came up with a very simple idea; centre the communication around rewarding the person who donates money to the charity. We executed this through personally rewarding them in an ironic, funny, OTT way that makes them feel like the greatest humanitarian in the world - all for a couple of quid!”

Joanna Juber, Digital Content Manager at ActionAid, said: “We are incredibly excited by this campaign and feel that Red Bee has developed a compelling and innovative take on donating to charity. The advantage of using digital in this way is that we are able to share directly with our supporters just how grateful we are for their support, especially during this difficult time when funds are needed more than ever.”