News & Views

Johnson & Johnson / Donate a Photo

by Contagious Team

Health giant donates dollars through its photo sharing app

Johnson & Johnson in the USA created a photo-sharing app that donated $1 to a cause each time a photo was shared.

The Donate a Photo app lets users attach a cause from a curated list to a photo in their phones. After selecting a photo and a cause, the app attaches an overlay highlighting the chosen cause, one reads 'This photo helped a new-born to breathe'. 

Integrated with Twitter and Facebook, each photo shared triggers Johnson & Johnson to donate $1 to the chosen cause. Each person can send one photo per day and all the photos shared are entered into an online Donate a Photo gallery, allowing them to be used throughout the campaign. 

So far 4,933 photos have been shared, raising $4,933.

Contagious Insight      

This campaign taps directly into something many of us do every day - share photos online. According to recent stats, 300 million photos are uploaded to Facebook each day, a clear indication as to the scale of our obsession with photography. If the brand can harness even a tiny percentage of this audience, then the campaign stands to raise a significant chunk of cash for charities across the world. 

There are a couple of shortfalls, though. Firstly, why aren't people given the opportunity to upload to Instagram? The photo-sharing network has over 100 million users and receives around 40 million uploads per day, so would it not make sense to incorporate this audience? Additionally, it's a shame that the names of the charities haven't been embedded in the photos - this could have been a useful way to raise further awareness of the causes, and the companies behind them.

This story originally appeared on Contagious Feed. Contagious Feed is our bespoke trends, inspiration, insight and analysis service, providing daily innovative marketing intelligence across a comprehensive range of sectors to brands and agencies across the world. For more information about Contagious Feed contact