Karmarama for White Ribbon Alliance

White Ribbon Alliance, the safe motherhood charity, got this summer’s Glastonbury goers to say a big “Hello Mum” from the festival and take the world’s biggest Polaroid selfie.

White Ribbon Alliance and its creative agency Karmarama didn't want to just rattle tins for donations, so they set about creating a unique photo opportunity worth handing over contact details for.

The campaign, by Karmarama, saw festivalgoers posing in a 3x4 metre Polaroid frame and getting an aerial shot done of themselves in front of an illustrated Glastonbury scene, thanks to an innovative piece of technology built by the agency. Celebrity festivalgoers were also keen to take part, including The Great Gatsby actress Carey Mulligan.

 

The shots were then sent to their mobile phones to share instantly, either on site or at home where they might have a better signal.

For the project, Karmarama built a new piece of tech using a Rasberry Pi, the British single-board computer, in order to overcome the challenges that that Glastonbury Festival presents, such as lack of phone signal and no internet connectivity.

People’s contact details were inputted on an iPad, and then sent to the camera using a portable wifi hotspot. This allowed the aerial camera to send the unique shot as a link straight to the festivalgoers mobile phone. 

The simple email generated overcame issues such as data caps, outdated phones and poor connectivity. It was simple to tweet, email or post the photo to Facebook from the link with a pre-populated text promoting the White Ribbon Alliance cause.

The campaign was a great success, with a photo sent every three minutes to mums in 21 countries around the world. Over a thousand people signed up to receive further communication from the White Ribbon Alliance. Following involvement by celebrities, the campaign also received national PR coverage.