The American Red Cross wanted to reach a new generation of donors, but with a lack of media budget, traditional mobile advertising proved too expensive for the non-profit organisation. BBDO New York created a whole new type of mobile banner ad, fuelled not by media spend but by an everyday online action: sharing links. Together with the popular link-shortening service Bit.ly, BBDO created Hope.ly, the world's first link shortener that raises money for a good cause. When you share a Hope.ly link, a banner is added to the top of the website you share, encouraging donations to the Red Cross.
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