SCF uses augmented reality app for East Africa appeal
Howard Lake | 20 January 2012 | News
An augmented reality app is helping to bring a Save the Children printed newsletter to life, vividly illustrating the need for donations to the charity’s East Africa Appeal.
Developed by Aurasma, the app can be downloaded for free and used by anyone with a smartphone. Pointing their camera at the newsletter will instantly trigger a video about the charity’s work, making it appear as if it is embedded in the page itself. Users can then click through to Save the Children’s website to make a donation.
Augmented reality applications merge the physical world with the virtual, enabling users to overlay information on what appears on their screen.
The newsletter is being mailed to Save the Children’s 240,000 supporters.
It is the first time that Aurasma has developed a charity campaign. Its corporate clients include Panasonic, Procter and Gamble, Virgin Atlantic, Sky and BMW.
Alexandra Bono, Senior Digital Fundraising Executive of Save the Children, said: “At Save the Children, we are always looking for new ways to engage people with the human stories behind our life-saving appeals… Video has the power to connect with people in a very impactful way, and our printed newsletter is a trusted and familiar communication. This campaign, facilitated by Aurasma, brings together these two channels in a compelling new way which we hope will support donations to our East Africa appeal.”
Aurasma’s app works on iPhone3GS, 4, 4S, iPad2 and high-powered Android devices. It can be used to create and share digital content embedded in everyday objects such as printed images, products and even physical spaces.
www.aurasma.com
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.