The free app displays social ads on your “sleeping” smartphone screen to help raise funds for the Swedish non-profit medical organization Doctors of the World.
Together with the brand activation agency Publicis Chemistry, the charity has launched an online campaign ‘Homeless Health Matters’ that features a 60-second film based on the true story of George, a former homeless.
As well as the previous phase of the campaign, in which photographer Rankin took pictures of seven women and typographer Alison Carmichael painted their chest, the new of wave of #whatnormalfeelslike campaign aims to desexualise the topic of women body and emphasize the importance to do regular breast cancer check-ups.
Particularly, the funds will be spent on educational programmes in the three Asian countries: Indonesia, Nepal and Bangladesh.
Among the participating artists there are world-renowned photographers Annie Leibovitz, Sebastião Salgado, Mary Ellen Mark; a filmmaker Luc Jaquet, music bands Yegna and Praying for Change, and 24 more people of art.
35% of the respondents say they are likely to donate more if an organization's website or other online platforms feature some "sharable" emotional stories (35%) or robust statistics (32%).
Photos of seven bare-chested women with the painted bodies support a social-media campaign "What normal feels like," executed by the agency Karmarama.
The #2fingers2breastcancer invites women (and men, too) to paint two nails in pink, cross fingers (making a figure resembling the pink ribbon, Breast Cancer Awareness logo), then make selfie and share it on social media.