Comic Relief is a charity that raises millions of pounds each year during Red Nose Day. We were asked to find a fun way for young people to donate - especially 18-24 year olds in cities that weren’t taking part in traditional fundraising.
Our challenge was to create a modern take on traditional fundraising.
We had 3 key objectives:
1. PR: Get people talking about Comic Relief
2. Engagement: Encourage people to download and use the app
3. Donations: Raise money
We approached Comic Relief proactively with the rough outline of this service, voice and speech would be big technology themes for 2017 and we wanted to experiment with something playful. They instantly loved the idea, needing to reconnect with teenagers and young adults. For 20 years Comic Relief has been traditionally anchored by a major live tv show once every two years which no longer matched the viewing patterns of young people.
We created a free app that utilises Google's cloud speech API technology to recognise 42 swear words and automatically fines users 20p per word via PayPal. The app was created in partnership with Comic Relief, the UK's biggest annual charity telethon event. We promoted it with pop-up banners on the Google app store, created a YouTube film, gained celebrity endorsement through tweets, had it featured on Graham Norton's talk show, through Facebook posts and OOH posters.