Free web campaign for National Gamete Donation Trust
www.giveatoss.com
The National Gamete Donation Trust approached BDP Creative with an interesting problem. The falling UK sperm donor count and the need to publicize the problem – but they had no budget.
BDP Creative rounded up nakedpenguinboy.com and Kontraband.com to join forces with them to create and promote the campaign: giveatoss.com.
Created by the in-house team at BDP Creative, the campaign includes a viral video and a game designed by nakedpenguineboy.com, who also built the site.
Kontraband.com, the UK’s largest viral seeding network, is donating their expertise and to promote a viral video across their network of community sites to drive traffic to the site.
The NDGT is a government-funded charity created to raise awareness of the need for sperm and egg donation in the UK. The “Give A Toss” campaign launches immediately after Mothers’ Day to mark the fact that many UK women will remain childless unless more sperm donors offer their services.
The campaign will spread virally via community sites, in addition to using a traditional banner network approach to maximise visibility and click-through rate.
In addition to a spoof video news flash about “National Sperm Day”, “Give A Toss” includes a banner supporting a pre-roll flash video and microsite designed by video game specialists Naked Penguin.
Clicking on the banner directs users to the giveatoss.com campaign website which features:
- National Sperm Day video viral, a mock news broadcast based on the campaign’s news flash, which will also be published across a network of websites by viral marketing specialist, kontraband.com.
- Interactive video characters including a presenter, who lead users around the site.
- The Toss-O-Meter interactive game which challenges users to test their wrist action on a virtual fairground hammer and bell game.
The NGDT needs 500 sperm donors annually to keep supplies topped up, with one in seven couples in the UK experiencing fertility problems. Pre 2005, only 160 donors per year came forward, with ethnic minorities in particular in short supply. Recent changes in the law meaning donors can no longer remain anonymous have also affected totals.
Pip Morris, Donor Recruitment Manager at The NDGT said: “UK legislation is creating huge barriers for couples relying on egg and sperm donations. Raising awareness of the problem is a vital component in overcoming this. Working with Kontraband.com provides us with access to a huge proportion of the online audience in the UK, which will be vital to give our viral campaign a head-start when it comes to maximising its reach.”
Kevin Petillo of BDP Creative said “It’s gratifying to know that there are people out there who do give a toss – Naked Penguin Boy and Kontraband have really stepped up to the mark to help us get a great campaign together.”
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About BDP Creative
BDP Creative is a division of BDP Media, specialists across a digital learning and communication solutions for the public and private sectors who achieved 13th place in the Sunday Times Microsoft Tech Track 100.
BDP creative specialize in motion graphic production and are pushing the boundaries on how video can communicate brand message across the 21st century multi channel landscape. www.bdpcreative.com
All press enquiries to:
Kevin Petillo
0207 939 7600