To raise awareness of child dehydration and increase sales of rehydrating salts, we’d ask famous sites like Facebook, Twitter and Flickr to donate the blue from their websites to UNICEF. The sites would be grey where they’re normally blue, providing an arresting visual that would grab people’s attention, and garner huge amounts of PR. Each site would aim for 5,000 donations of rehydrating salts, whereupon they’d go blue again to represent the rehydration of all those children. We’d also make a web app that would let you donate the blue from your own site to show support.

1. Cannes Young Lions 2011 Holly Brockwell and Hanja Baruschke

2. The idea Donate Blue for Unicef

4. How it raises sales of Inspired Gifts The sites won’t go back to blue until 5,000 packs of rehydrating salts have been donated by their users. When all 5,000 have been bought, the sites go back to blue to represent the rehydration of all those children – and give a big thanks to their users for the money raised.

5. How it might look

6. On Facebook

7. On Facebook

8. On Flickr On Twitter

9. We’d also make a web app that would let you donate the blue from your own site to show your support and raise awareness of the campaign.

10. On someone’s blog