If you could solve a major world issue simply by permitting ads to show up at the bottom of your screen while online, would you do it?
That's the premise behind Lazy Angel, an extension that places unobtrusive ads at the bottom of web browsers and allows people to do good passively. The company gives 60% of the resulting ad revenues toward CORE Group, which helps nourish children in the majority world. In their media kit Lazy Angel states that every hour of browsing contributes 7 days of micronutrients to women and children in need.
"Your personal info is kept private," the Lazy Angel site assures. "We never track your page visits. And brand messages are subtle (no popups)."
Lazy Angel is compatible with most major browsers -- Safari, Firefox, Chrome and Internet Explorer -- and there's no commitment to it. If you're finding the ads annoying, they can be turned off, or the add-on can be uninstalled.
The organization chose child malnourishment as its cause because it was assessed by Nobel Laureates as the most cost-effective issue to support. Lazy Angel has made it possible for more than half of advertising funds to go to directly to micronutrient interventions such as vitamin A, zinc, folate and iron supplements, iodine fortification and deworming.
Of course there are many benefits for advertisers too. Not only do they get to give back to the world, but they also get highly targeted ads that allow them to reach whoever, whenever and wherever. It is currently only offered in the US.
"We'll be posting a breakdown of revenue & expenditures soon in an effort to stay completely transparent," Lazy Angel says.
"As all social entrepreneurs should, we keep our books open. We will also be opening a forum for our users, advertisers, and NGO partners to openly discuss Lazy Angel."
The social entrepreneurs behind the project are friends Rachel Cope (@rachelcope) and Emile Cureau (@emilecureau).
Lazy Angel Website
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Ads That Nourish Kids
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19 Food-Focused Social Enterprises
30 African Social Enterprises
25 Tech-Savvy Social Businesses
Creative Agencies for Good
Majority World Tech Incubators