Donated Technology
for UK Charities
Ember's viral video 'a charity hit'
Organisations looking to boost their online charity fundraising may wish to take note of a viral video that has proven a huge hit on the internet.
Digbeth-based Ember Television organised the film - which sees a flash mob in red lycra Christmas suits perform a dance routine in Birmingham city centre - and money raised from the stunt is to be donated to Birmingham's Children's Hospital, Creative Boom reports.
Other organisations hoping to gain publicity to boost charity fundraising may therefore wish to take a leaf out of Ember's book and see how the power of the world wide web can serve to gain attention and bring forward donations.
The footage features BBC broadcaster Richard Bacon and shows shocked Christmas shoppers in Birmingham as the dance troupe - from EQHQ, an award-winning group hailing from the University of Warwick - begin their routine.
Each wearing all-over 'morph' suits and Santa hats, the team performs a dazzling dance act before finishing the routine on the floor - where they lie down to form a giant snowflake.
Bewildered and curious passers by formed a large crowd as the performance unfurled - and the act seems to have garnered just as much attention on the net.
The footage stuck up more than 5,000 views in the first 24 hours of it being placed on the web, leading to more than £2,000 of donations for the hospital - which was originally opened in January 1862 in the former Eye Infirmary in Steelhouse Lane.
Such an approach may therefore encourage charities to consider different ways in which modern technology and new media can be used to bolster charity fundraising and to increase awareness.
Catherine Allen, from Ember and the producer of the video, said: "The film is proving a big success. As well as raising money for a very worthwhile cause, we also wanted to give people a flavour of the creative talent we have in the West Midlands - and, most importantly, to put a smile on people’s faces. We’ve managed to achieve all three."
Choreographer of the dance Dorine Holdsworth described the reaction of shoppers passing down the high street were "phenomenal", claiming many of them even attempted to join in.
The dance expert stated: "The opportunity of street dancing in order to raise money for charity really appealed to us."
And it appears stunts of this kind could become more commonplace for charities in the future, as Ember can foresee great potential for the technique.
Robin Powell, executive director at the production company, noted: "Corporate social responsibility is a big priority for companies now. As well as raising money for good causes, projects like this can be very powerful promotional tool - a way of engaging with people much more effectively than via conventional PR or marketing."
The industry figure explained Halifax's Christmas choir videos - which were filmed in aid of Save the Children - also hit the right note, suggesting the approach could be adopted by even more charities eager to promote themselves in the future.
Digbeth-based Ember Television organised the film - which sees a flash mob in red lycra Christmas suits perform a dance routine in Birmingham city centre - and money raised from the stunt is to be donated to Birmingham's Children's Hospital, Creative Boom reports.
Other organisations hoping to gain publicity to boost charity fundraising may therefore wish to take a leaf out of Ember's book and see how the power of the world wide web can serve to gain attention and bring forward donations.
The footage features BBC broadcaster Richard Bacon and shows shocked Christmas shoppers in Birmingham as the dance troupe - from EQHQ, an award-winning group hailing from the University of Warwick - begin their routine.
Each wearing all-over 'morph' suits and Santa hats, the team performs a dazzling dance act before finishing the routine on the floor - where they lie down to form a giant snowflake.
Bewildered and curious passers by formed a large crowd as the performance unfurled - and the act seems to have garnered just as much attention on the net.
The footage stuck up more than 5,000 views in the first 24 hours of it being placed on the web, leading to more than £2,000 of donations for the hospital - which was originally opened in January 1862 in the former Eye Infirmary in Steelhouse Lane.
Such an approach may therefore encourage charities to consider different ways in which modern technology and new media can be used to bolster charity fundraising and to increase awareness.
Catherine Allen, from Ember and the producer of the video, said: "The film is proving a big success. As well as raising money for a very worthwhile cause, we also wanted to give people a flavour of the creative talent we have in the West Midlands - and, most importantly, to put a smile on people’s faces. We’ve managed to achieve all three."
Choreographer of the dance Dorine Holdsworth described the reaction of shoppers passing down the high street were "phenomenal", claiming many of them even attempted to join in.
The dance expert stated: "The opportunity of street dancing in order to raise money for charity really appealed to us."
And it appears stunts of this kind could become more commonplace for charities in the future, as Ember can foresee great potential for the technique.
Robin Powell, executive director at the production company, noted: "Corporate social responsibility is a big priority for companies now. As well as raising money for good causes, projects like this can be very powerful promotional tool - a way of engaging with people much more effectively than via conventional PR or marketing."
The industry figure explained Halifax's Christmas choir videos - which were filmed in aid of Save the Children - also hit the right note, suggesting the approach could be adopted by even more charities eager to promote themselves in the future.
