Project Zero: Welcome to Preservation Play

R/GA London has announced 'Preservation Play', an innovative initiative that will provide new revenue streams to both Project Zero and other environmental organisations. 'Preservation Play' is a YouTube channel where the ad revenues generated are used to save the natural world. R/GA London set up 'Preservation Play' to direct money and attention to NGOs and charities that are actively working on saving the environment. The ad revenues earned will go straight to the NGOs. A small proportion will be used to buy Adwords and Discovery ads to promote the content, generating more views, and more ad revenue. One key trend R/GA identified during the last year was the huge increase in search for nature videos that help viewers relax, sleep or be more productive—this content has nearly half a billion views on YouTube in total. However, for all these views, not one penny of ad revenue went back to protect those environments featured—resulting in lost revenue to the natural world of potentially millions. This accidental exploitation presented R/GA an opportunity to help by redirecting future revenues to conservation organizations.