Webby for Good is a collaborative program formed by The Webby Awards and WP Engine to showcase Webby-recognized projects built to change the world.

Describe your Webby-nominated project. What’s the elevator pitch?

Launched on National Dog Day 2017, the project became the first stock image collection portraying real rescue animals that were currently up for adoption at the Amanda Foundation.   The project was quickly picked up by media outlets and helped to raise awareness on the animals who were waiting for a new and definitive home; more importantly, it became a new source of income for Amanda Foundation—100% of the royalties from the photos purchased by designers and art directors worldwide go to support the animals.

Why this particular cause as the subject of your project/campaign? Was there a moment that inspired it?

The goal of the project was to create an innovative way to raise both donations and awareness. Our solution was to harness the design, advertising, and tech industries for our cause in a way that felt natural. We found our audience’s eyes and money on Getty Images—where they search stock images for hours every day—and created a collection that serves as a new source of recurring income for the Amanda Foundation.

What concerns were there about pursuing this idea? How did you get past them?

Every nonprofit organization faces the very same challenge: small or no budget for new fundraising campaigns. In order to overcome that challenge, we had to come up with a solution that was easy and fast to bring to life. The idea to create the first stock image collection of real rescue animals suited our needs, as we put the animals waiting to be adopted at Amanda Foundation in center frame. It was something we were able to produce in a single day.

What was the most rewarding aspect of working on your project? What did you learn in the process that you didn't know/expect going into it?

Although we had virtually no budget, we’ve managed to create a project that can live forever on Getty Images—which allows anyone, anywhere, to help and support the animals at Amanda Foundation. Amanda Foundation Collection has been used by hundreds of creatives throughout the world, and has been featured on important media outlets such as Mashable and Creativity Online.

DON'T BUY PETS. ADOPT THEM. Saatchi & Saatchi

Credits

  • Agency Saatchi & Saatchi

About the Best Use of Photography category

Only photography as it's used throughout the online experience is judged. Online experiences produced on behalf of a brand that rely heavily on photographic imagery as a critical part of the user experience.