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Miami Ad School Students Turn Apple’s AirDrop to CareDrop

Cities

They envision the brand’s file transfer service as a way to deliver much-needed resources to South Sudan

Vashti Hallissey
  • 25 july 2014

Soham Chatterjee and Valerio Amaro, students at Miami Ad School in New York, have reimagined Apple’s AirDrop as CareDrop, a charitable initiative that sends basic necessities to people in South Sudan.

They have created an advert for this hypothetical fundraiser, in which the file transfer service takes to the air to deliver aid to people from planes. This would enable those in remote areas to access essential items and also encourage consumers to donate to the cause every time they use AirDrop.

The idea is designed to help people in South Sudan, who suffer from widespread poverty, famine, and lack of access to basic resources such as clean water and medical aid.

The advert pictures CareDrop as collaboration between Apple and the Food and Agriculture Organization of the United Nations (FAO) for one week, beginning on World Food Day, October 16 of this year.

In this scenario, when a user transfers files via AirDrop, they would see a relief camp in South Sudan in their network. The user is invited to transfer goods to those in need, by clicking on the type of donation they would like to make: drinking water, medical aid, food or clothing.

To make the donation, the user would pay one dollar through their Apple Account. They would then receive an email from the relief camp with a link to the Caredrop website, which will thank them for their contribution. Participants would be invited to share their good deed on social networks, to motivate others to follow their example.

While this is an imagined service, it draws attention to the problems in South Sudan and it sets out an inventive way in which consumers and brands could aid the country. As we have often seen at PSFK, adverts can be a force for good as well as just a way to tempt consumers with new products. Recent examples include billboard advertisements that can be used as living spaces for the homeless and those that invite people to swipe their credit cards to make an instant donation.

Adverts can also raise awareness of taboo issues in powerful ways, such as a recent UNICEF billboard that sheds light on domestic violence, a converted bus shelter that shows what it’s like to call a park bench home and ghostly projections that depict child refugees.

All of these examples demonstrate unconventional ways to draw attention to issues that are often swept under the carpet, showing that adverts can break down social barriers and encourage empathy.

The CareDrop is one such example, even though the service is imagined, the message about how consumers should help people in need is real. Let’s hope that a brand takes this idea on-board and turns a technological service into a tool for social change.

[h/t]Ads of the World

The CareDrop Project

Cities
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