Share the Love - WeAre8 | Clapboard Ad Archive
WeAre8’s Share the Love campaign marks the launch of the world’s only sustainable social media app in the United States in 2023, positioning the brand at the intersection of digital advertising innovation and social impact within the media category. The campaign introduces an alternative social platform that challenges the status quo of mainstream social media by integrating purpose-driven engagement directly into the user experience, inviting people to watch opt-in branded videos in exchange for payments credited to an in-app wallet called 8Wallet. Users have the agency to either retain these earnings or immediately pay them forward to a curated network of 17 US-based charity partners, including Feeding America, charity: water, Save the Children, and Trans Lifeline, underscoring WeAre8’s commitment to fostering a hate-free, inclusive, and socially responsible online community. This launch follows successful deployments in the UK, Australia, and New Zealand and is supported by a multi-platform campaign in partnership with Warner Bros. Discovery that leverages its extensive digital and television portfolio to build awareness and attract a socially conscious American audience, particularly younger demographics who are increasingly disillusioned with toxic social media environments and eager for authentic connection and climate action. Creatively, the campaign utilizes what Clapboard’s taxonomy classifies as FORMAT#10—Associated User Imagery—to showcase a diverse cast of creators who embody a generation raised within the social media era yet demanding reconnection to real-world values, thereby fostering aspirational identification rather than relying on traditional problem-solution or storytelling formats. This approach is amplified through a launch film produced with a renowned content creator known for visually arresting work that resonates with digital natives, emphasizing community, positivity, and collective empowerment. Editorial partnerships with established publishers such as LADbible Group, PinkNews, and The Independent reinforce the platform’s dedication to diverse, high-quality, and hate-free content. The campaign directly addresses critical societal challenges including mental health, climate change, and digital toxicity by redistributing 60% of its advertising revenue back to users, charities, and environmental initiatives, thereby disrupting the $400 billion digital advertising market with a model that rewards purposeful engagement. Clapboard rates this campaign 73/100. This campaign matters to the industry because it demonstrates how media brands can integrate social good into the core of digital advertising, signaling a shift toward platforms that prioritize community impact alongside commercial success.
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