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Atomic

Remember A Charity

Remember A Charity - The Human Search Engine from Atomic London on Vimeo.

The Human Search Engine

Got a question about Life? Ask the Human Search Engine.

Disciplines: Advertising/Creative, Brand strategy, Integrated marketing

Sector: Charity

Agency: The Human Search Engine, Atomic

BITE Insight

According to its own stats, Google now processes 40,000 searches per second worldwide. That’s over 3.5 billion searches per day and 1.2 trillion per year.

There’s no distinction in the way Google answers, from the pragmatic to the philosophical, all results are streamed back via the omnipotent algorithm. But when it comes to questions about love, loss, money and relationships nothing can beat a human response.

Remember a Charity, alongside Atomic London, has created The Human Search Engine, an online search tool that links through to real people ‘bringing together over 1,000 years of life experience.’ Whilst questions, from ‘what is the meaning of life?’ to ‘what’s the most important thing in a relationship?’ set the tone, it was the final question ‘can one person change the world?’ that really brought the idea back to the message of the brand, that donating money to a charity in your will can make a difference.

To expand the idea The Human Search Engine worked in partnership with 200 charities that really are changing the world everyday. So when a question such as ‘how can we find a cure for cancer?’ or ‘how can we save wildlife animals under threat?’ was asked, the right expert could answer.

The charity sector is such a difficult one to stand out in, as everyone tugs on our emotional heartstrings. The Human Search Engine taps into a common behaviour and uses it as a way to connect our questions to the real people solving life’s big problems all while encouraging those doing the searching to make a difference too.

About the author

Kara Melchers, Managing Editor, BITE

Kara has editorial control over BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She runs BITE INSPIRE sessions in the UK and US, for brands including Virgin Atlantic, A.G. BARR, British Gas and Pepsico. She also presents at our BITE LIVE events series and industry festivals in London and New York. Get in touch if you’re working on an interesting project

kara.m@creativebrief.com

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