Shelter posts 10-hour log fire on YouTube to drive donations

Shelter posts 10-hour log fire on YouTube to drive donations

Housing and homelessness charity Shelter is using YouTube to create a “virtual log fire” to raise funds using the Google platform’s revenue-share model.

Created by ad agency Above+Beyond in collaboration with YouTube, Shelter has launched a 10-hour video that shows a woodpile burning in a fireplace.

By playing The Good Fire video on YouTube, Google AdSense revenue is generated that will be donated to Shelter.

The agency created the video after seeing virtual fireplace videos become an online phenomenon during the pandemic, as home became “a sanctuary from the unpredictable outside world”.

The use of YouTube in this way is supposed to highlight that thousands of people in the UK do not have the security of a home this winter.

To drive views of The Good Fire, Above+Beyond has also created a 60-second launch film that will be aired on Sky over the Christmas period.

Andy Harris, director of fundraising at Shelter, said: “This will be an especially tough winter for many, for thousands of families it will mean Christmas spent in cold, cramped temporary accommodation, and for some people it will even mean freezing nights spent sleeping on the streets.

“Shelter’s frontline services will continue to work tirelessly to help as many people faced with the trauma of homelessness as we can, but we need the public’s help. Just by watching ‘The Good Fire’ from the comfort of your own home this Christmas you can help us fight for a safe home for everyone without one, this winter and beyond.”

Zaid Al-Zaidy, CEO at Above+Beyond, added: “Working with the YouTube team at Google has been fantastic. This Good Fire is a great example of technology and creativity coming together to deliver wonderful things.”


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