Dairygold / Make a Minute
Butter brand Dairygold has created a micro-volunteering platform that allows time-starved people to volunteer by the minute. The idea is that a large number of people donating a small amount of time can complete a big project.
The Irish FMCG brand has long positioned itself as something that saves people time, because it can be spread on toast right after it’s removed from the fridge – unlike regular butter which takes a minute or two to soften up.
This micro-volunteering platform is a follow up to Dairygold’s Make a Minutecampaign, which launched last year. That campaign encouraged consumers to use the extra minute Dairygold gives them to do something that matters to them. Now, the micro-volunteering platform allows them to donate that minute of time to someone else.
Dairygold partnered with six charities in the development of the platform: Be My Eyes, The Cheetah Conservation Fund, Count Flowers for Bees, Meitheal Duchas.ie, Crowdcrafting and Post Pals. As a result, volunteers can spend a minute doing a variety of tasks, such as saving Namibia’s cheetahs by identifying different animals in photographs or helping preserve Irish history by transcribing stories.
The Make a Minute micro-volunteering platform was created by agency Rothco in Dublin and can be accessed through the brand’s website.
https://www.contagious.com/blogs/news-and-views/dairygold-make-a-minute