The Sun Project, Les Venants Agency and influencers have come up with a large-scale charity operation to hijack an internet phenomenon: Instagram’s « filter wheel ».

The success of these new filters can be explained by a simple and fun use of Instragram, popular themes (e.g. What Disney character are you?) and above all: the use of these filters by very famous and influential personalities.

This time, the filter launched by the Instagram @Actfor2020 account has a completely different interest: fighting against injustices and convincing users to take action, as it is directly connected to a Leetchi fundraiser.

Named « Ready to act », this filter presents an animated frame where social issues are presented.

« In 2020, I fight against: … ».
Once the roulette wheel has stopped on a social issue (ex: I fight agains’t: deforestation), a link redirects to a « certified » Leetchi fundraise to guarantee a safe place for donations and transfer them to the designated associations.

In addition to being propelled in an innovative way by « hacking » our habits on the networks, this fundraise is also innovative in its collection model.

While everyone can quote the largest Non-profits without difficulty, smaller charities (and the causes they support) have a lack of visibility. With @Actfor2020, the small ones are among the biggest.

Faced with the multitude of good causes, we are often confused.
With @Actfor2020, the choice is made for us: the fundraise fits with all the NGO: the total sum will be distributed equitably according to the different associations and causes they represent.

If TV programs were once preferred media to enable donations , today many fundraise have emerged via social networks.
By hijacking a filter trend on a social network where the commitment is « R.O.I », this fundraise had every chance to create a huge movement of solidarity to become each year a meeting of engaged people.