Procure is a Quebec charitable organization dedicated to prostate cancer. Its mission is to educate, support, spread awareness, and fund research.

Prostate cancer represents 20% of cancer that men suffer from, so it wanted a way to encourage them to give to a cause that directly affects them.

In an effort to diversify the sources of donations, Procure and Rethink decided to create an innovative donation method specifically designed for men that both raise awareness and funds.

Another interesting fact is that 80% of men keep their wallet in their back pockets. This statistic inspired the agency to create an object that would facilitate the donation process for men, creating the first connected chair that could raise funds by simply sitting down.

Rethink designed an iconic and recognizable object that would be associated with Procure and would make it fun to donate. It made it blue, the organization’s color, and chose a very simple chair design to make it easy to transport and place anywhere.

The chair was then fixed on a plate of the same color, listing the 3 easy steps to donate. The chair’s seat has an integrated NFC contactless payment system that can automatically collect a small donation every time someone sits on it.

Credits
Advertising Agency: Rethink, Canada
Tags: World Cancer Day, Give a sit, Procure, Prostate Cancer, NFC, contactless payment, Near-field communication, Innovative Campaigns, Donation Campaign, Experiential, Public Interest

Burned Girl
WonderWork is a charitable organization that provides free surgeries for children in the poorest countries of the world. Burned Girl tells the inspiring and powerfully emotional story of Ragini, a nine-year-old girl from a remote village in India who was severely burned and went untreated for seven and a half years before being seen by Dr. Subodh Kumar Singh, whose services were paid for by WonderWork through its BurnRescue partner organization.

Brent Stirton/Getty Images, Co-Director
Robert Wilson, Co-Director
Greg Snider, Editor
Dan Quintero, Assistant Editor
Gayatri Kaul, Producer
Jamie Francis, Additional cinematography
Seth Lorinczi, Original music
Digital One, Sound design
Rob Finch, Creative Director
Greg Moyer, Co-Executive Producer
Pam Huling, Co-Executive Producer

Created by Blue Chalk Media