Reasonpartners.org

Still in experimental form, reasonpartners.org is our own social/cause initiative meant to inform people about various important issues through third party sources; aggregate charities working in a common area; allow donors to select the charity of their choice; and buffer potential donors from being harassed for more contributions later. It also presents an interesting alternative to media companies by way of promoting a cause in the broader sense, rather than just one single charity. However, it’s the online social network that’s being built which will allow the effort to continue beyond traditional media flights, on an ongoing basis.

The ‘Homeless Animals’ campaign was also the world’s first outdoor use of the new Microsoft Tag High Capacity Color Barcode technology that allowed smart phones to “snap” the barcode and go right to reasonpartners.org.

Effects:

Although the initiative is just getting started, it’s already capturing the public’s imagination. CBS graciously contributed billboard space. A ‘Support reasonpartners.org’ page was set up on Facebook, which is accumulating a growing number of supporters, or partners. And everyone from Advertising Age to Microsoft is reporting on it or blogging about it.