Oct. 31, 2012
DOOHgood, an all-volunteer effort to use the promotional muscle of digital signage to do good, has ramped up efforts to help victims of this week's superstorm in the northeastern U.S., according to an announcement from the group.
The organization already is making a Twitter app available at no cost to ad-based, retail and private digital signage networks, and is looking for help in developing video creative that will drive donations to the American Red Cross and its Hurricane Sandy relief efforts.
Long Beach, California-based Insteo, which specializes in interactive tools and content for digital signage networks, has developed and released a Twitter visualization app that networks can use to run at no cost in their schedules. The app is HTML5-based and queries and filters keywords to maintain high quality messaging.
"What we don't have, and need as soon as possible, is a 15-second piece of video with a basic call to action to make a text donation to the Red Cross, which will be funnelled to the Sandy relief effort," said Dave Haynes, an industry consultant and one of DOOHgood's founders, in the announcement. "If we had multiple, and some in Hispanic [Spanish], even better."
The Red Cross has B-roll video and images available for media companies, Haynes said, and he expects developing a solid spot would only take a matter of a few hours at most.
"DOOHgood was really started in the immediate aftermath of the Japan earthquake and tsunami," he said. "We had a huge response to that, both in original creative and the numbers of networks running spots. The magnitude of this disaster is obviously not as large, but with every hour we're seeing how parts of coastal New Jersey and New York are in a very bad way. Anything that can help drive donations is, I think, worthwhile."
The Twitter app is ready to download off of the DOOHgood site (www.doohgood.com), and Haynes said in the announcement that he would like to hear from network operators using it, and from any creative teams willing to put together a video PSA.
Read more about DOOH advertising.