LONDON, NEW YORK, 15 June 2021 Ad tech platform Good-Loop today announced it's raised more than £2M towards protecting victims of domestic abuse, helping disadvantaged kids to read and supporting vulnerable families during the pandemic -- by getting consumers to watch ads.

The global company has released its annual Impact Report, detailing the funds it's raised for charities around the world. Good-Loop's tech incentivises people to watch online ads by allowing them to 'unlock' a charity donation at the end of the spot.

The advertiser receives more meaningful brand engagement, while the consumer gets to do good for free. The charity receives 50% of the ad revenue. Despite the many challenges caused by the outbreak of COVID-19, Good-Loop's ad campaigns generated £933,011 in donations to good causes in 2020 -- a 75% increase from the previous year.

Altogether 68 different charities received donations as a result of Good-Loop's ad campaigns in 2020, including Centrepoint, The Trussell Trust and Great Ormond Street Hospital. To date Good-Loop has raised over £2m for those in need since its launch in 2016.

The money donated in 2020 was used to a fund a number of activities, including:

• British Heart Foundation: 236 hours of consultation with specialist nurses via phone and email;
• Refuge: 54 nights of refuge for women who need a safe place to stay;
• Great Ormond Street Hospital: 621 nights of hospital accommodation;
• Save The Children: 24,287 children given antibiotics for pneumonia;
• Fareshare: 5,349 meals provided;
• Centrepoint: 714 essential hygiene packs for homeless centres.
• Prostate Cancer UK: 544 hours of specialist nurse care;
• RSPCA: 2,214 weeks' worth of dog food for animals in rehoming shelters;
• NSPCC: 549 counselling hours for children and young adults.

Chris Carter, Head of Partnership Development at GOSH Charity, said: "We're delighted to be working with an innovative tech company like Good-Loop. We have been really impressed with how they have combined the public's desire to do something positive with the simple action of watching an advert to raise substantial amounts for charity. We began our partnership towards the end of last year and thanks to Good-Loop and Kimberly-Clark, over £15k has already been raised for the seriously ill children at Great Ormond Street Hospital."

Lucy Coleman, Senior Corporate Development Manager, Centrepoint, said: "The amazing income generated by Good-Loop will support a wider selection of teams and projects - unrestricted funds are really useful and enable Centrepoint to be dynamic with the way we support young people."

Good-Loop CEO and co-founder Amy Williams said: "When we first set up Good-Loop we wanted to prove that the power and influence of the ad industry could be harnessed and used as a real force for good in society. So to see us smash through the £2M milestone and to see the real, life-changing, positive impact that it can have on people's lives is simply incredible.

"But more can be done. This is only a drop in the ocean of the good that brands can achieve through their media budgets. It's time for fewer words and more action. There is a growing disconnect between advertisers and consumers that can only be fixed by treating the public as partners, not targets. Our tech solutions help fill this gap, connecting brands and the public around a common, positive purpose, tackling causes such as poverty, health, homelessness, the environment and education."

You can access the full Impact Report here.

To find out more about Good-Loop's purpose-powered ad formats, click here.