133028Good-Loop: Designing a totally new experience of advertising & persuading people to donate free Money to charityClosedStudyInnovate UKGood-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?