J. Walter Thompson Asks YouTubers to ‘Donate the Bars’ to Charity

/ Mar 11, 2016

Donate the Bars J. Walter Thompson Worldwide

Today at at SXSW Interactive 2016 in Austin, Texas, venerable ad agency J. Walter Thompson Worldwide unveiled the global launch of its “Donate the Bars” project, which turns the black bars appearing on either side of vertical videos on YouTube into free ad space for charities.

Working with partners Mashable House, GoodAmplified and Studio 71, J. Walter Thompson has enlisted popular YouTube creators Matt Santoro, Cody Simpson, Alli Simpson and Monica Church to participate “Donate the Bars.”

The YouTubers will create their own videos, upload them through donatethebars.com, and donate their bars to one of the participating organizations, which include Make-A-Wish Foundation, The Bob Woodruff Foundation, Teen Cancer America, Challenged Athletes Foundation, We Are Safe, Good Deeds Day, GiveTheKidsArts.org, UICC Global Cancer Control, Joyful Heart Foundation and No More.

The campaign takes advantage of the fact that one in six videos uploaded to YouTube don’t conform to the platform’s 16:9 aspect ratio, leaving black bars on either side of the image. J. Walter Thompson previously mounted a “Donate the Bars” the campaign in Brazil in Oct. 2015.

“There are so many organizations in our network with real, world-changing missions, but the reality is many can’t afford the ad space they need to raise awareness,” said Amber J. Lawson, Founder/CEO of GoodAmplified, in a statement. “Donate the Bars gives nonprofits a chance to connect with audiences that consume digital content every day, and to succeed in a day and age when everyone is competing for eyeballs, nonprofits need to get creative and maximize the power of video on YouTube.”

A “Donate the Bars” photo booth will at the Mashable House’s interactive lounge at SXSW Interactive, giving festival-goers the opportunity to record their own videos and donate their bars to a non-profit.

Tags: , , , , ,


American Gods Amazon Starz

Amazon Captures ‘American Gods’ for Prime Video in ...

 
Digital Domain World Surf League Tahiti

Digital Domain Goes 360 with World Surf League in Tahiti

 
Streamy Awards

Epic Rap Battles and ‘Oscar’s Hotel’ Top...

 
Dose

Dose Hires BuzzFeed and Elite Daily Execs to Build Out Video and...

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
Wong Fu Productions Single by 30 YouTube Red New Form Digital

How Wong Fu Productions Upped Their Game with YouTube...

 
DigitalCabana_Ep4Still

Streaming Businesses Are A Dime A Dozen, Will They Work?

 
DigitalCabana_Ep4Still

Why is Facebook Catching Push-Back from Premium Publishers?

 
SekineRisa_VideoInk_300x250

International MCN’s Are Still Standing —...

 
JW Player

JW Player’s New “JW Showcase” Further Enables...

 
YuYu_VideoInk_300x250

Digital Media Rights Announces Another Streaming Service — YuYu

 
netflix mobile

Majority of Netflix Subscribers to be Outside of U.S. by 2018

 
ComcastWatchable_Exclusives_VideoInk_300x250

Comcast’s Watchable Grabs Exclusive Titles from Cut, Buzzfeed

 
Rupert Grint Wild Target

Rupert Grint to Star in Crackle’s Series Adaptation of...

 
Vaughan Emsley Tongal

Why Vaughan Emsley Left an Old School Ad Giant for...

 
NextVR and FOX Sports to Broadcast Bundesliga Opening Match Live

NextVR Live Streaming Bundesliga German Soccer League Kick-off...

 
Netflix acquires three new indie flicks

Netflix Returning to Canada with ‘Anne of the Green...

 
AOL Alpha VR Virtual Reality

Does the Future of Virtual Reality Sit at Home and Wear a Headset?

 
Udi Jacobi_VideoInk_300x250

Ad Blocking: How Big is the Problem and What Can Publishers Do...

 
Damon Dash Dame Dash Studios Dame Dash TV

Hip Hop Entrepreneur Damon Dash Launches Dame Dash TV OTT Channel

 
Jake Paul

Vine Star Jake Paul to Headline DigiTour’s ‘Team 10...

 
Dr. Havoc's Diary Fullscreen

EXCLUSIVE CLIP: Fullscreen’s “Dr. Havoc’s...

 
Between_Jennette_McCurdy Netflix

Jennette McCurdy Pacts with Canvas Media Studios for Series...

 
John Zhang Indigenous Media

Indigenous Media Hires DanceOn’s John Zhang as EVP of Marketing

 
Jamie Curry WME

WME Signs Kiwi YouTube star Jamie Curry of Jamie’s World

 
Elizabeth Grier Nash and Hayes Awestruck

Nash & Hayes Grier’s Mom Joins Awestruck Network

 
Billy Crudup Stanford Prison Experiment

Billy Crudup joins Naomi Watts in Cast of Netflix’s...

 
Zype

Zype Adds Live Streaming Capabilities for Clients

 
Talking Tom and Friends

‘Talking Tom and Friends’ feat. Colin Hanks Greenlit...

 
eOne Logo

eOne Completes Acquisition of Secret Location Digital Studio

 
Creative Galazy Season Two Amazon

Amazon Announces ‘Creative Galaxy’ Season 2 Premiere Date

 
DigitalCabana_Ep4Still

Digital Cabana: ESPN Goes Over the Top, Investment is Hot, and more!

 
Defy Media

Defy Media Partners with 3 Ball Entertainment on Content Initiative

 
Primr Machinima

Machinima Returns to Gaming Roots with Channel Revamp

 
Curse Twitch

Twitch Acquires Gaming Tech Company Curse

 
Jason Hargrove Izo DanceOn

DanceOn Parent Company Izo Hires Jason Hargrove to Head Original...

 
LifeboatProductions_Founders_VideoInk_300x250

5Q’s With…Lifeboat Productions’ Founders Amy...

 
Molly Sims Awestruck

Actress/Model Molly Sims Focuses on Family with YouTube Channel Revamp

 
Interscope Geffen A&M Keshet International

Interscope Geffen A&M Teams with Keshet International on...

 
Alias Grace Netflix

Netflix’s Keeps ‘Alias Grace’ Canadian with...

 
AmazonBox

Amazon Greenlights ‘Tom Clancy’s Jack Ryan,’...