Small local businesses are important. They're rooted in the landscape where they grow, and they give back vitality, economic sustenance, and create a positive local identity. They are also the seed-beds for innovation and growth: global companies start as local ones. And right now, they're dying. Local shops and producers are losing out to big suppliers like Amazon. Their customers simply aren't coming by. Many shops can deliver, but when online, people don't think of them. Advertising is a solution to this. But cost-effective advertising is hard. Small companies (who can't afford marketing professionals) often struggle with advertising. Producing an ad now, and one that is sensitive to the mood, is tough. Good-Loop takes plain adverts and adds purpose through charity links. E.g. your ad can raise money for covid-19 related charities. This provides a straightforward way to produce tactful and appropriate commercial messaging in this crisis. Meanwhile, newspapers are seeing a surge in readers around coronavirus -- but a large drop in advertising revenue, as many advertisers avoid negative stories. Our approach could help solve that, and fund quality journalism on bad-topic news. Objectives Make a self-serve portal that allows a small business to create purpose-led adverts, targeted for their local customers, and then manage the ad campaign. Deploy this with small UK businesses, partnering with small-business networks. End objectives: Achieve a boost in revenue for: local businesses, for bad-news (but high-quality) journalism, and of course, for Good-Loop too. The project focuses on smart software tools to make video adverts.

Good-Loop is the world’s first ethical advertising network and Ogilvy Change are world leaders in Behavioural Economics and the psychology of decision making. Together they are working in partnership to entirely flip the preconceived idea of advertising on it’s head. Good-Loop has built a platform which converts advertising money into charitable donations - by giving 50% of the ad revenue to the viewer for them to donate to their chosen cause. So the challenge they are aiming to address through the Double Diamond design process is how do they revolutionise the value exchange within online advertising so that the viewer is rewarded and respected rather than forced to watch irritating ads. And how to persuade people to give free money to charity by watching adverts?