Brave Beginnings wanted to increase donations so they could give more hospitals the lifesaving equipment premature babies need. We partnered with Netflix during Prematurity Awareness Month in November to turn the “Are you still watching?” screen into a call to action that takes a donation straight from the viewer’s account on file after each hour of viewing. 

 

HOW IT WORKS

CLICK                                                                                                                   DONATE                                                                                                                             LEARN The user will log in to Netflix as usual.  After their first hour of                        After saying yes, a second screen will give them information about the                       We'll send an email to the login address used viewing, the  “Are you still watching?” screen will appear.                              Golden Hour, the first hour after birth crucial to the long-term health                             after the viewer's Netflix watching ends, detailing                                                                                                                             of a premature infant. The viewer will then be asked to make a                                    how much they donated.                                                                                                                              microdonation for each hour of Netflix they watch during that period                           Email recipients will then be able to share how                                                                                                                             of time they're logged in.                                                                                                  much they donated on Facebook and Twitter.                                 

CLICK                                                                                                                   DONATE                                                                                                                             LEARN

The user will log in to Netflix as usual.  After their first hour of                        After saying yes, a second screen will give them information about the                       We'll send an email to the login address used

viewing, the  “Are you still watching?” screen will appear.                              Golden Hour, the first hour after birth crucial to the long-term health                             after the viewer's Netflix watching ends, detailing

                                                                                                                            of a premature infant. The viewer will then be asked to make a                                    how much they donated. 

                                                                                                                            microdonation for each hour of Netflix they watch during that period                           Email recipients will then be able to share how

                                                                                                                            of time they're logged in.                                                                                                  much they donated on Facebook and Twitter. 

 

                             

 

SOCIAL

Promoted social posts for Netflix, their original programming, Brave Beginnings and its influencers will spread awareness during the weeks leading up to Prematurity Awareness Month.

 

Incentives

Viewers that donate will unlock additional content for select Netflix original programming.

 
 

Donation Matching

Netflix and celebrity spokespeople can match donations up to a certain amount, increasing total contributions.

 
 
 

WHY IT WORKS

The online movie streaming industry continues to experience global growth. We’ll partner with Netflix, the U.S. industry leader, and use their sophisticated recommendation engine to pinpoint millions of female viewers, while having the added flexibility of easily extending our message to other audiences.

Additionally, the second season of Stranger Things, one of Netflix’s most watched series, premieres the day before our event begins, setting the stage for increased levels of binge-watching during the month of November. 

 

HUMBLE BRAG

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