2. 50/50 IS A COLLABORATIVE FUNDRAISING
EXPERIMENT. INDIVIDUALS, COLLECTIVES & AGENCIES
AROUND THE WORLD ARE HACKING AND MAKING
INNOVATIVE DIGITAL FUNDRAISING PROJECTS IN THEIR
SPARE TIME TO RAISE FUNDS FOR THE FAMINE IN EAST
AFRICA

3. OUR CHALLENGE: LAUNCH 50 WEB BASED PROJECTS IN 50
DAYS THEN RAISE £1 MILLION FOR FAMINE AID
photo credit to UN Photos/Stuart Price

4. KIND OF LIKE A DIGITAL LIVE AID

5. SO HOW DOES IT WORK?

6. 50/50: HOW IT WORKS
WE ARE HERE
50
DAYS TO FIND &
MAKE 50
PROJECTS
LAUNCHED UN GO MASSIVE
MAKING WORLD ON PR, REACH &
FOOD DAY RAISE MILLIONS
PHASE
26 AUGUST MAKING PHASE 16 OCTOBER DONATING PHASE

7. NEARLY THERE...
1 DAY LEFT UNTIL WORLD FOOD DAY
46 PROJECTS FROM 8 COUNTRIES
GETTING READY TO DONATE

8. 50/50 PROJECTS OVERVIEW

9. Africashback
An affiliate Amazon store selling
the top 50 bestsellers in each
category with a brief intro and
image and, most importantly, an
Amazon affiliate link.
Click the item you were going to
buy anyway, 5-10% goes to East
Africa.
Mike Overthrow is a digital
marketing specialist at
Ecclesiastical Insurance in
Cheltenham, Glos by day. Tired
dad of two and cover version
collecting wannabe DJ/
occasional blogger by night
http://africashback.com/
@coveritupsounds

10. 50/50 MIX
Fallon have teamed up with Ed & Tom
from the Chemical Brothers and their
genius collaborators Flat Nose George’s
Adam Smith & Marcus Lyall, to create an
exclusive piece of digital content.
The track is a new mix of the Chemical
Brothers’ classic track ‘The Boxer’ and
features bespoke visuals created by Flat
Nose George. Flat Nose George
(www.flatnosegeorge.com) are currently
busy collaborating with The Chemical
Brothers on the live feature film 'Don’t
Think' which will be out early next year.
@fallonlondon

11. The Fat Planner
Alejandro Lozada (aka @lacreid) is
head strategist at Cheil Mexico, and
formerly a client at Unilever
(regional and global brand work for
Pond's, Sunsilk and Vaseline) in
Mexico, Buenos Aires and New
York City.
mitchellop@gmail.com
He's been eating exclusively what
an African refugee would for the 50
day making phase of the 50/50
campaign.
Cheil Americas recently committed
to matching up to $10k of the total
Alejandro has raised.
http://dontfeedtheplanner.wordpress.com/
@lacreid
@lacreid

12. TWITTER SWEAR-JAR
Imagine getting fined a quid every
time you fucking swore. That'd
make so much cunting money!
Oh shit...
That's the thing that Albion London
are making: a social swear-jar for
the digital age.
http://swearjar.cc
@albionlondon
# #fuckfamine

13. #PHONE2FOOD
In partnership with electronics
buyback service BuyMyTronics,
LA based team Hank, Justin and
Emily have set up #Phone2Food.
When you donate an old phone
through #Phone2Food, the
buyback cash is donated directly
to UNICEF rather than being sent
back to you.
It will only take 7,400 iPhone 4s
being donated to make it to $1m.
http://www.buymytronics.com/phone2food
@HankLeber
@HankLeber

14. Facebook Famine
Pledge money to stay off Facebook
for an agreed period of time.
When you pledge, update your
Facebook page and profile picture
with the Facebook Famine logo so
that all your friends know what
you’re doing.
Facebook Famine is the brainchild
of Public House - a group of eleven
Hyper Island students who've come
together to converse, collaborate,
evolve and achieve.
http://www.facebook.com/facebfamine
@mitchellop
@publichouse

15. CHARITY SWEARBOX
An online auction of leftovers. Whether
it’s David Bowie’s quiche or Cliff
Richard’s tagliatelle, celebrity leftovers
help raise money for those who don’t
have enough food to survive. Leftovers
are cast in resin to preserve
them. Those sold online are then
posted to the highest bidder.
How do the public get more broadly
involved? For those who want to donate,
but don’t want to fork out for Jagger’s
rich tea biscuit, multiple small affordable
items will be available for immediate
purchase. For example Rolf Harris’ pea
for £5. Buy one or lots.
www.charityswearbox.com
@swearbox

16. Chain Funder
A Made by Many idea - originally by
Mike Laurie.
Chain Funder disrupts email chain
letters for good.
Here’s how it works: set a target for
your fund, pledge how much you
promise to donate and invite a friend to
do the same. This sets off a chain
reaction of promises until your target is
reached. The catch is, nobody donates
a penny until we reach the target.
Some might call it a Ponzi scheme,
extortion, an abuse of friendships or
anti-social media. We call it
ChainFunder.
http//chainfunder.com
@mikelaurie
@mikelaurie

17. m
TOILET TO POCKET
Swiss agency Relax In The Air, have
created a project that exploits the daily
rhythms of nature to drive giving.
By donating for famine relief in East
Africa every time you go to the toilet,
you'll remember that you're lucky
enough to process food and drink.
To participate download the toilet
tracker dashboard, count the number of
times you go to the loo and how much
you'll donate per visit.
On 16 October donate the total amount
to famine aid.
We are all consumerists. The more you
consume, the more you reject.
http://www.relaxintheair.com/toilettopocket/
@mccasal @sdufaux
@mccasal @sdufaux

18. INSTAEARTH
Nathan Dicken from Modea has
developed InstaEarth, a way to
explore Instagram photography via
Google Maps and to connect with
Instagram users around the
globe. The app allows you to search
by username, tag and Google Places,
and also gives you the ability to
share any page.
For 50/50, Nathan has created a
special version of InstaEarth. When a
user logs in, they are presented with
two contrasting sets of tagged
photos: food vs. famine, meal vs.
hunger, dinner vs. starvation. It’s a
stark visual reminder that many of us
have more than enough to live on,
while others have nothing. Users are
invited to donate to UNICEF before
heading on to use the app.
http://instaearth.me
@instaearth
@instaearth

19. BBH New York
W HI LE
FO R A
R O JECT
ET P
A SECR
H IS IS
T
@saneel @griffinfarley

20. 4WORDS
4Words challenges you to create a short video
inspired by the 4 words 'Help For A Change'.
Upload it to our site and send it out to Twitter
and Facebook from there.
Users will visit 4words and see information on
the project, recent uploaded videos.
They can select where on the East Africa
region they wish to 'take over' and login using
their Facebook credentials. We'll then ask
them to upload a video that encompasses the
4words 'Help For A Change'.
Once uploaded, and with the users
permission, we'll post to Facebook and Twitter
links to the users video on the website.
http://www.4words.co/
@4words

21. SPACE FOR CHANGE
Space for Change is a website that will
provide life-changing
ad-space, where a brand can donate a
current piece of video content that
allows consumers to view the content
and make a difference at the same time.
In return, we ask the brand
for the promise of a financial donation if
we guarantee views of the content.
Every view will help to change the lives
of those in East Africa.
http://spaceforchange.info
@flnm
@lukewicker

22. @DrSamuelJohnson
Tom Morton lives in New York and
leads strategy for Euro RSCG.
His alter ego is
@DrSamuelJohnson on Twitter.
Tom is backing 50/50 projects
with tweets in Dr Samuel
Johnson’s inimitable style.
http://twitter.com/#!/DrSamuelJohnson
@DrSamuelJohnson

23. I GIVE A BUCK
NOW YOU GIVE A F**K
Make a donation of a 'buck' and an
automatic tweet will be sent to the media
asking them to 'give a f**k'. Every re-
tweet gets more donations and the more
people we get to donate, the louder our
disruption will be.
The project was created by Peter
Hamilton and Heidi Kikoler of
Disrupt4Good
http://giveabuck.gd/
@Disrupt4Good

24. AFRICA NEEDS YOU
A website that targets celebrities
who tweet brand endorsements for
cash. The platform lets you send
prewritten tweets, urging each
celebrity to donate to the cause and
tweet to their millions of followers.
Jack and Paul are two designers
turned advertising creatives, who
have produced work for brands
such as Sony, Converse and Diesel.
Enjoythis are a creative production
studio, specialising in all things
digital.
http://www.africaneedsyou.com/
@_africaneedsyou

25. DARE-BOT
DareBot uses social media to help people raise money by
doing stupid, difficult or disgusting things. DareBot allows
people to support stupidity by collecting all the supporter
donation promises and totting them up until the darer hits
their target and does the deed.
We think this really trades on the very asynchronous nature
of Twitter, especially when there's someone with lots of
followers who want to do something for charity.
We could imagine people like Graham Linehan or even
Ashton Kutcher daring to do things and keeping track of all
the people who've supported the dare.
The messaging is very clear - I will only do THIS THING, if you
lot promise to donate X amount.
http://darebot.herokuapp.com/
@malbonster

26. THE POUND STORE
The Pound Store is an online pound shop
with a twist. All the products in the store can
save the lives of famine victims in East Africa,
showing that even a £1 donation can make a
real difference.
www.poundstore.uk.com/

27. GOOD BELLY PROJECT
This idea brings foodies and restaurants together to support
our cause by reversing the idea of boycotting - “buy-
cotting”.
People love food so much they take photos of their meals to
share with friends. We're reaching out to foodies and turning
their passion into action by getting restaurants to donate for
every photo posted.
It's a win, win, win. Foodies enjoy new restaurants and
cuisine, restaurants get more patrons and receive publicity,
and most importantly we help children in East Africa enjoy
dinner, too. A full belly is a good belly.
How it works:
1. Take a photo of your meal at one of the participating
restaurants
2. Upload your pics to Instagram with the hashtag
#eatforhunger
3. Tag your restaurant locations
4. Restaurants donate a $ for every photo uploaded
www.goodbellyproject.com
@mullenunbound @joingoodbelly

28. TIPS FOR CHANGE
Arnold Worldwide in Boston have
hatched a plan to jump-start a
grassroots awareness campaign in
Boston using foursquare’s tips system.
They are finding as many places as
possible in Boston on Foursquare in that
sell food. For each location they'll add a
tip telling people about the famine crisis
with a direct link to donate to UNICEF.
They are also building a simple website
which explains how to do this in your
city so that the same action can be
replicated around the world.
http://on..me/tipsforchange
@arnoldworldwide

29. GIVE IT UP FOR EAST AFRICA
This project comes from JWT in NYC. It's a
project they were already working on.
The idea is that you put a request out for a
chilli recipe, or to learn juggling, or an
essay on the metaphysical property of
ping pong and say that you are willing to
donate $10 (or whatever) for that service.
Someone then sees that request and
fulfils it - giving you the chilli recipe or
whatever for free but asking that the $10
goes to East Africa famine relief.
@koopstakov

30. LET’S NOT DO LUNCH
BSSP in San Francisco held an ideas
hack to generate a project for 5050.
Rather than go out to eat with your
colleagues or interested vendor over
a business lunch that is most likely
paid for by an expense account,
donate $5, $10 or $15 to Famine Relief
They want to make a web app that
integrates with Google Calendar and
iCal, and allows people to send each
other a meeting request for a lunch
date at a given restaurant. But instead
of actually attending lunch, both
parties would donate the money to E
Africa famine relief.
http://www.facebook.com/letsnotdolunch
@cotton

31. FASHION AUCTION
WITH ITEMS FROM A
SPECIAL CELEB
W HI LE
FO R A
R O JECT
ET P
A SECR
H IS IS
T

32. THE 6 MINUTES PROJECT
A child dies of starvation in East Africa
every 6 minutes. Donate just 6 minutes of
your salary to make a real difference. Use
our app to calculate what 6 minutes is
worth to you and donate it to an urgent
and heart breaking cause.
This is a joint project between The Social
Practice and the Kaldor Group. The Social
Practice is a full service, fully integrated
social media agency, while the Kaldor
Group is a new venture based on building
beautiful apps and HTML based platforms
for publishers and advertisers.
http://www.facebook.com/sixminutes?sk=app_282478995112726
@social_practice @PatsMc
@the6minutesproject

33. GOOGLE HANGOUTS
Tom Gibby and Syd Lawrence from London
contacted 5050 with a project called
'Hangouts for Charity' where people bid to
take part in Google+ Hangout with a celebrity.
It works like this:
Spaces for a 10-person Google Hangout with a
celeb will be auctioned to the highest bidder:
• 1 space to be used by the celeb
• 1 space by the organiser
• 7 spaces to the highest bidders
• 1 space randomly selected for any user that
has donated any amount of money - so if the
cheapest pledge for one of the top 7 spaces
stands at £3000, then even if I can only
afford to donate £5 then I still have a chance
of winning the space on the hangout.
Zee from The Next Web will be the first
celebrity to take part.
http://hangoutsforcharity.com/
@adverplanner

34. TODAY I EAT FOR AFRICA
Koen and Evert in Belgium contacted 5050
with an initiative to called "Today I Eat for
Africa".
In Koen's words, "We want people to have a
look in their own plate, decide what it is
worth and donate that money. We all take
our daily meals too much for granted without
realizing the need of others, that kind of
idea..."
They are donating all funds raised to
Belgium's umbrella aid collection
organisation 1212.Be who include UNICEF.
http://www.tiefa.org/
@tiefa

35. GIVE YOUR LUNCH TO AFRICA
Ewan from Grey London had already set
this project up, and have now asked us to
add it to the 5050 platform.
Give your lunch to Africa asks you to
donate what you would normally spend on
lunch to the appeal.
www.giveyourlunchtoafrica.org.uk
@element404

36. 15 Million Elephants
FIGHT THE FAMINE
You can help spread awareness and
grow support for the cause by displaying
a clickable “Fight the Famine” Action
Emblem on Facebook, in your email
signature, and on your blog.
When you get the Action Emblem, you
also have the opportunity to donate to
support UNICEF.
http://www.15millionelephants.org/
http://www.facebook.com/15MillionElephants

37. NYC HACKATHON
Farrah Bostic held a hackathon in NYC on the
23/24 September at :Co's new Grind offices, and
the event was sponsored by AppFirst (and a local
brewery!).
5 projects were ready to go at the end of the
weekend with two more planning to launch.
Because of the success of the NYC hackathon,
there are two more hack weekends being
planned in San Francisco and Tokyo.
@farrahbostic
@farrahbostic

38. BUY TUNES, FEED AFRICA
Buy apps, music and film from
iTunes using the 50/50 portal.
4% of every purchase is donated
to Unicef.
http://buytunes.org
http://www.facebook.com/buyTunes
@buytunes

39. FESTIVAL FOOD SWAP
Donate the cost of a nasty festival meal
and drink to the East Africa famine
appeal and in return you'll receive free
copies of Festival Annual 09, Festival
Annual 10 and the soon-to-be-published
Festival Annual 11.
Food and drink at music festivals leaves
you mainly with bad memories, from the
prices to the dodgy tum. By donating to
famine relief, you'll get free copies of
Festival Annual giving you nothing but
the best festival memories from the
summer
http://festivalannual.com/
@festivalannual
@festival_annual

40. THE KARMA EQUALIZER
Turn your bad into something good.
Restore your karma balance to
acceptable levels, and keep people
alive. For every "douchey" thing you
do in the world, make a small
donation to UNICEF to help the
famine in East Africa. Your bad
karma will be offset.
http://apps.facebook.com/karma_equalizer//

41. PIMP MY TWEET
Pimp out your tweets for a day to
people who donate to UNICEF
photo credit to Molly Aaker

42. ONE EVERY SIX
A simple web app, One Every Six is
based on the fact that one child
dies every six minutes in the famine;
a child's silhouette fades away as a
timer counts down from six minutes.
You can stop the silhouette from
disappearing by donating to
UNICEF, and it shares your good
deed in a Facebook status update.
photo credit to Molly Aaker

43. A MILE IN THEIR SHOES
In Their Life has teamed up with
50/50 Good at the NYC Famine
Hackathon find ways to raise
money and awareness for famine
relief in Africa.
A husband-and-wife team, Greg
Bergida and Michelle Wu came up
with the idea of a pledge
campaign to launch on World Food
Day in which donors give up mass
transit, or carry a gallon of water,
or live off aid rations, for one day -
and donate to UNICEF.
http://www.facebook.com/intheirlifeprojects
@intheirlife
photo credit to Molly Aaker

44. KENYAN CHICKENS
There has been an outbreak of Newcastle
disease and the farmers of East Kenya
need your help! Purchase vaccine by
making a donation to the East African
famine relief and then try to capture the
wacky chickens so that they can be
vaccinated before the disease spreads.
All donations go directly to UNICEF and
support the East African famine relief.
This will be launched by 20 October.

45. FEAST FOR FAMINE
Host a $10-a-plate dinner party to
show what it's like for the millions of
people starving in Africa. Ask guests
to arrive hungry, then surprise them
with a menu of typical food rations: a
small bowl of beans, 1 whole wheat
tortilla and a glass of water. For less
than $15 total, you can serve 20
dinners, raise $200 for UNICEF and
create lasting empathy for African
families in need.
http://partique/events/FeastToEndFamine
@partique

46. KIDS DRAW FOR EAST AFRICA
A child is dying of hunger every six
minutes in Somalia. In six minutes, your
child can paint or draw a picture that
can mean the difference between life
and death,
John and Charlotte have built a site
which will auction off childrens’
drawings and donate all the proceeds to
charity.
http://kidsdrawforeastafrica.org
@crashtherocks

47. 12,000,000 PEOPLE
Wolff Olins, alongside OMD, Bernard
Hodes and Doremus have launched an
inter-office month-long appeal to raise
money for the East African crisis.
Employees are donating their lunch
money and every penny will be matched
by their respective agencies.
The team also made an in-office
installation: a sheet of paper with
12,000,000 dots on it, which helps
communicate the magnitude of the issue.
@yelenaford

48. DROP BY DROP
Drop by Drop catches people at the
moment of using water and enables
them to donate their "water bill" -
underlining the difference between
how much we have, and how little
drought-stricken East Africa has.
QR code stickers in the shape of
water drops can be placed next to
water coolers, taps, toilets and
showers. The codes link to a website
where you can donate directly.
http://dxd.gd
@drpxdrp

49. MAKING STUFF NOT
BREAKING STUFF
TEE SHIRT SHOP
In the week leading up to the Good for nothing
hack weekend for 50/50 in London - the city
erupted into riots where so much anger ended
up in the destruction and smashing up of
property, business and people’s lives.
The spirit of Good for Nothing and the 50/50
project is about using human energy to make
and do positive stuff, to create rather than
destroy.
We’re setting up a web shop online to sell this
Tee. There will be 2 designs and people can
choose their own colour combinations. The tees
are Earth Positive, 100% organic and 90%
reduced CO2.
All profits go to UNICEF. Our goal is to sell 1000.
#makingstuffnotbreakingstuff
www.goodfornothing.co
@g00dfornothing

50. ETSY FOR GOOD
Etsy for Good is a program still in
development in which Etsy sellers can
designate one product as their 50/50
product - the proceeds of which go
directly to UNICEF.
We plan to integrate the UNICEF
donate button directly into the Etsy
API for these sellers to use on their
existing sites, and to build a
syndicated site or blog page that will
allow people to search for products by
"50/50" or "UNICEF".
@farrahbostic

51. CELEBRITY LEFTOVERS
An online auction of leftovers. Whether
it’s David Bowie’s quiche or Cliff
Richard’s tagliatelle, celebrity leftovers
help raise money for those who don’t
have enough food to survive. Leftovers
are cast in resin to preserve
them. Those sold online are then
posted to the highest bidder.
How do the public get more broadly
involved? For those who want to donate,
but don’t want to fork out for Jagger’s
rich tea biscuit, multiple small affordable
items will be available for immediate
purchase. For example Rolf Harris’ pea
for £5. Buy one or lots.
@dentsulondon

52. PLUMPTON MORNINGS
Plumpton Mornings is a digital art project,
exploring the relationship between
physical and digital, certainty and
uncertainty. A series of physical artworks
will be created and auctioned off for
50/50,
Team: Smithery (John V Willshire), an
innovation works & Artomatic (Tim Milne),
a physical design agency for the digital
world
http://plumptonmornings.tumblr.com
@willsh

53. GROW
An upside down pyramid scheme for the
21st century. Creatives are asked to
donate an illustration of an apple, 50eu
and to ask 2 more creatives to do the
same. They can also ask friends/family/
followers to 'water' their apples for a
small donation.
As more creatives come on board our
web-based field of apples (and donation
fund) grows and grows and (hopefully)
grows...

54. AND BIG THANKS TO...
VICTORS & SPOILS CHILLY GONZALES MINT DIGITAL UNICEF THE BEAN CAST
UNICEF helped us write the APIs
V&S have put us on the front page of Chilly donated the music for the Mint developed the code that helps us Bob at The Bean Cast let us
to integrate with their donation
their crowdsourcing platform launch video integrate with JustGiving plug the project on podcast #166
back-end, and with advice
CHAMELEON CONVIO SHESAYS BECAUSE STUDIO COUTISSON VA
Chameleon.eu helped us to write the Convia.com helped us to write the API SheSays have helped us by telling their Loz at Because Studio helped us with Coutisson VA helped us with PR and
API to integrate with UNICEF in the UK to integrate with UNICEF in the US network about 5050 & blogging the video and the 5050 brand design contacting celebs