Following its long-time commitment towards charity, YouTube in collaboration with Cannes Lions and Ralph present the joint project entitled ‘Good Work’ enabling the space for all those passionate about charity and serving for a good cause to have their say and grab attention of the sharks of advertising industry.

So, YouTube provides an opportunity and hosting for the inspirational videos designed to promote non-profit organizations. To learn more on the initiative, please visit youtube.com/goodwork.

However, YouTube’s Good Work is much more than just a hosting space for the promotional videos for non-profits. It’s also a place for non-profits to connect with creative people who are passionate about advocating for a good cause. So, while non-profits post their briefs, creatives may choose the charitable organization they support most and produce an inspirational promo-video for them. The deadline for video submission is May 9.

Later on, the panel of advertising industry professionals chaired by Publicis Mojo CCO Craig Davis will shortlist the number of participants to five.  The 5 videos by the finalists will be shown on Cannes Lions festival in June, not to mention that the producers will be awarded with a free trip to the festival where they will present their videospots and meet the heads of the NGO they cooperate with.

Campaignlive.co.uk reports that Anna Bateson, director of YouTube Marketing for 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», she added.