Union Creative has teamed up with Interval House, a centre for abused women and children, for “Every Second Matters,” a Facebook Connect-driven website designed to raise both funds and awareness for the non-profit organization.
Users who visit the website grant the site access to their friends list. The site then accesses photos of female friends, displaying them as a clock ticks down the seconds of the day. “Who has to be affected to make you care?” appears as the photos cycle.
The site then prompts visitors to take a stand by buying a second of the day, with each second representing the victims of domestic violence.
There are 86,400 seconds for sale – the number of seconds in a day – and donation amounts begin at one dollar.
All the work on “Every Second Matters” was done pro bono, said Lance Martin, executive creative director at Union. Interval House came to the agency looking for a unique way to mark its 40th anniversary and at the same time educate Canadians about the prevalence of violence against Canadian women.
“The goal is to connect with people personally,” said Martin. “To connect the site so you can actually see your circle of friends, and say ‘who has to be affected to make me care’?”
Union is promoting Every Second Matters on social media with ads on Facebook and LinkedIn. The site, which launched Wednesday, will be up for four weeks.
On average, Interval House shelters about 128 women and children annually, and receives over 885 calls a year from women and ex-residents seeking additional crisis counseling and/or referrals.
