YouTube and the Cannes Lions International Festival of Creativity in association with creative agency Ralph, have launched an initiative called ‘Good Work’. Good Work is a partnership designed to bring together the transformational power of creative minds, with the issues that need them the most. The YouTube page showcases briefs from non-profit organisations worldwide seeking creative support to increase the public’s engagement.
Creative people from any industry are invited to submit a one-minute (or less) video ad to address one or more of the non-profit briefs. The deadline for entries is 23:59 GMT on 9 May 2011.
Anna Bateson, director of YouTube Marketing, EMEA, said, “There are many not-for-profits lacking the resources to elevate their campaigns and reach new audiences and there are many creatives willing to dedicate their time to worthy causes without knowing where to begin. ‘Good Work’ can help bridge this gap. Using video in its many different forms is such a powerful way for non-profits to communicate. YouTube’s audience can also be a big part of the solution.”
Philip Thomas, chief executive officer, Cannes Lions, said, “We are delighted to be joining forces again with YouTube to launch ‘Good Work’, a global competition and an exciting opportunity for creatives around the world to showcase some brilliant ideas that will benefit non-for-profit organisations. Creativity is the very essence of what the Cannes Lions Festival is all about and so to be able to offer a global creative platform for such a worthy cause is an enormous privilege.”
Chris Hassell, creative director, Ralph, said, "It's been a pleasure to work with the team at YouTube and Cannes Lions to develop such an exciting and inspiring project on the most far-reaching, and exciting video platform in the world. We look forward to seeing the great work from creatives and the results it achieves for the NPOs."
The panel of judges is chaired by Craig Davis, chief creative officer, Publicis Mojo and founder of Brandkarma, a social media platform. Winners of the contest will be invited to the Cannes Lions International Festival of Creativity in June to meet the non profit heads and showcase their work. For more information on the contest visit the website www.youtube.com/goodwork.
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