Here's an interesting idea developed for 'Save the Children' as part of the YouTube Cannes Young Lions Ad Contest a couple of years ago. When people close the annotation in this Youtube video they can reveal a hidden word. For people who don’t know what an annotation is, it’s the annoying ‘advertising’ message that pops up when you are watching Youtube films. If you are pretty fast you can see the intended effect.
Social networking sites are the hottest attraction on the Internet, dethroning pornography and highlighting a major change in how people communicate. At a time when people (especially youth) spend more time on social media sites like Youtube, we need such interesting campaigns to take important messages to a wide cross section of people separated across geographic and cultural boundaries.