Global beer powerhouse Budweiser has announced a new charitable partnership with Dentsu’s Good-Loop platform and Solar Aid, which will help bring power to developing communities through the monetisation of its latest ad.
Every time Budweiser’s new ad is viewed, a donation will be made to British charity Solar Aid, which is aiming to create a sustainable market for solar lights throughout Africa.
The initiative will be launched in July and is set to aid in the donation of over 6,000 solar lights, reaching over 33,000 people and potentially saving families a total of over £981,000.
Developed in partnership with Japanese agency Dentsu’s ‘global ads for good’ platform Good-Loop, it is hoped that the initiative will also give children 6.2 million extra hours of study time whilst at the same contributing to a 6,500 tonne reduction in CO2 emissions.
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“Budweiser is already brewed using electricity generated from solar panels,” Budweiser senior brand manager, Georgia Doe said.
“We wanted to take this one step further by helping to provide solar powered lights to those in need, enabling them to have a brighter future and showing our commitment to doing good for the planet.”
Solar Aid CEO, John Keane added: “In a time of climate chaos, where urgent action is needed, we are delighted to be partnering with Budweiser to bring clean, safe, solar light and power to homes and communities in Africa, where over 578 million people live without access to electricity,”
Having implemented the practical aspects the ad-powered funding process, Good Loops head of Dentsu partnerships, Suart Hands-Bellion continued: “Our industry has the opportunity to turn digital advertising into a force for good.
“By leveraging Good-Loop’s This Ad Lights Homes ad format – a new ad format that rewards viewers attention with donations to SolarAid every time the ad is watched – Budweiser is treating its customers as valued partners united in the desire to make the world a brighter place and to drive positive social impact together.”
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