The Disguised Banner
UNICEF Sweden asked us to highlight that children don’t have the right to complain themselves when their rights are violated. Our mission was to direct the message to the audience and engage them to sign our petition.
25 percent of all Swedes use ad blockers when online. Children’s rights are blocked in the grown up’s society. They shouldn’t be blocked online too. What if we could highlight this by hijacking the ad blocker debate?
Children’s rights should never be blocked. We invented the world’s first banner directed only to people using ad blockers. We stripped it of tracking scripts and motion to avoid ad blocker detection and published it on DN.se.
The banner got worldwide media attention and a click through rate of 3 percent, 300 percent higher than an ordinary CTR for a text based banner. The conversion rate was a staggering 10 percent and 10 000 people signed up for children’s right to complain.