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humansofnewyork:

I was riding in a van with a television crew who was doing a piece on HONY. The cameraman, Duane, was behind the wheel. At one point he casually remarked on how bad the traffic was in Ethiopia."Ethiopia?" I asked. "What story were you working on there?""It wasn’t a story," he replied. "We were picking up our daughter.He then told me the most amazing story. He told me that he and his wife were not able to conceive. “But I’d always resisted the idea of adoption,” he said. “My wife wanted to adopt right away, but I was just never sure if I’d be able to fully love a child that wasn’t my blood.” So time went on, and they remained childless. Then one evening Duane was watching a television show with his wife. The show was about aid work in Ethiopia. “They were showing before-and-after photos,” he explained. “I remember this one girl. She was skin and bones. But she still had this amazing smile and spirit in her eyes. The aid workers rehabilitated her, and six months later, she looked like a normal little girl. Right then, I turned to my wife, and said: ‘I’m ready to adopt.’” But it wasn’t as easy as he’d hoped. “At first I thought we needed an infant,” Duane explained. “I just couldn’t imagine missing out on all those early moments of our child’s life.” But for healthy infants, the waiting list was years. “So then we went we moved up to three or four year olds.” But still, the waiting list was one to two years. “The only children you could get immediately were seven and up, and who had physical handicaps of some sort. I just didn’t think I was ready for it.”But then Duane and his wife went on vacation. And toward the end of the trip, “after a few drinks,” Duane’s wife brought out a brochure from the adoption agency. One of the pictures showed an unsmiling seven year old girl, standing against the pink wall of an orphanage. She had been blinded in one eye. “That’s our daughter,” Duane said. Three years later after the Watkins adopted her, Chaltu has blossomed. She has grown over one foot, is fluent in English, and although blind in one eye, plays soccer, gymnastics, and basketball. She’s doing great at school, and has tons of friends. “She is the greatest daughter in the world,” Duane said.“That’s an unbelievable story,” I told Duane. “Can I share it on HONY?”“That’s fine with me,” he answered. Then he sort of stared at the ground for a second, shuffled his feet, and asked: “Would there be any possibility that you could help us raise the adoption fees to get her a brother? We’ve already found him, but aren’t financially ready yet.”LET’S BRING RICHARD HOME:  Click here to donate!



HONY is at it again. Bring Richard home.

humansofnewyork:

I was riding in a van with a television crew who was doing a piece on HONY. The cameraman, Duane, was behind the wheel. At one point he casually remarked on how bad the traffic was in Ethiopia.
"Ethiopia?" I asked. "What story were you working on there?"
"It wasn’t a story," he replied. "We were picking up our daughter.

He then told me the most amazing story. He told me that he and his wife were not able to conceive. “But I’d always resisted the idea of adoption,” he said. “My wife wanted to adopt right away, but I was just never sure if I’d be able to fully love a child that wasn’t my blood.” So time went on, and they remained childless. 

Then one evening Duane was watching a television show with his wife. The show was about aid work in Ethiopia. “They were showing before-and-after photos,” he explained. “I remember this one girl. She was skin and bones. But she still had this amazing smile and spirit in her eyes. The aid workers rehabilitated her, and six months later, she looked like a normal little girl. Right then, I turned to my wife, and said: ‘I’m ready to adopt.’” 

But it wasn’t as easy as he’d hoped. “At first I thought we needed an infant,” Duane explained. “I just couldn’t imagine missing out on all those early moments of our child’s life.” But for healthy infants, the waiting list was years. “So then we went we moved up to three or four year olds.” But still, the waiting list was one to two years. “The only children you could get immediately were seven and up, and who had physical handicaps of some sort. I just didn’t think I was ready for it.”

But then Duane and his wife went on vacation. And toward the end of the trip, “after a few drinks,” Duane’s wife brought out a brochure from the adoption agency. One of the pictures showed an unsmiling seven year old girl, standing against the pink wall of an orphanage. She had been blinded in one eye. “That’s our daughter,” Duane said. 

Three years later after the Watkins adopted her, Chaltu has blossomed. She has grown over one foot, is fluent in English, and although blind in one eye, plays soccer, gymnastics, and basketball. She’s doing great at school, and has tons of friends. “She is the greatest daughter in the world,” Duane said.

“That’s an unbelievable story,” I told Duane. “Can I share it on HONY?”

“That’s fine with me,” he answered. Then he sort of stared at the ground for a second, shuffled his feet, and asked: “Would there be any possibility that you could help us raise the adoption fees to get her a brother? We’ve already found him, but aren’t financially ready yet.”

LET’S BRING RICHARD HOME:  Click here to donate!

HONY is at it again. Bring Richard home.

marketr:

Case Study: Hulu On Tumblr
"Our first Sponsored Post was an animated GIF from the movie The Red Balloon. Yes, we chose an image from a movie in our collection, but the real goal was to trigger an emotional reaction." – Ben Collins, Editor, Hulu
Challenge: Design a Sponsored Post to promote the Criterion Collection, which is usually available only to paid subscribers, but was made available to all users for one weekend.
Approach: Hulu created an animated GIF from this iconic scene in The Red Balloon for a Sponsored Post in Radar. They selected an uplifting and attention-grabbing GIF, and included a clear call-to-action in the caption that motivated users to subscribe before access to the Collection disappeared.
Result: In 24 hours, the Sponsored Post got more than 600K earned impressions on top of 2.9M paid impressions and earned more than 53K Notes. That activity drove a 20% increase in referrals to Hulu.com from Tumblr, and 40% more conversions than their display ad average. Since February, the post has earned 290K Notes and has been seen more than 16M times, making it one of the most popular posts of all time. 

Go Tumblr Brands!

marketr:

Case Study: Hulu On Tumblr

"Our first Sponsored Post was an animated GIF from the movie The Red Balloon. Yes, we chose an image from a movie in our collection, but the real goal was to trigger an emotional reaction." – Ben Collins, Editor, Hulu

Challenge: Design a Sponsored Post to promote the Criterion Collection, which is usually available only to paid subscribers, but was made available to all users for one weekend.

Approach: Hulu created an animated GIF from this iconic scene in The Red Balloon for a Sponsored Post in Radar. They selected an uplifting and attention-grabbing GIF, and included a clear call-to-action in the caption that motivated users to subscribe before access to the Collection disappeared.

Result: In 24 hours, the Sponsored Post got more than 600K earned impressions on top of 2.9M paid impressions and earned more than 53K Notes. That activity drove a 20% increase in referrals to Hulu.com from Tumblr, and 40% more conversions than their display ad average. Since February, the post has earned 290K Notes and has been seen more than 16M times, making it one of the most popular posts of all time.

Go Tumblr Brands!