Origin Launches a $250K CTV AdFund ‘Origin Impact’, Naming Susan G. Komen As First Recipient

The new program aims to help nonprofits amplify the impact and outcome of their CTV investments

Origin, a pioneering media and technology company reshaping how brands engage and activate consumers on the largest screen at home, today announced the launch of “Origin Impact” a new $250,000 initiative designed to help nonprofits elevate the impact and outcome of their CTV investments. The company has chosen the nonprofit organization Susan G. Komen Breast Cancer Foundation as the program’s inaugural recipient collaborating with digital agency Goodway Group to develop and deliver a more powerful and effective CTV ad campaign.

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Since the company was founded, Origin has leveraged its unique capabilities to support socially relevant causes, delivering millions of assets including PSAs, ads and ad spots that support local businesses struggling through COVID, raise awareness around societal inequities, and educate everyday Americans on important issues. Now the company is scaling its efforts through “Origin Impact,” to offer nonprofit organizations access to Origin’s premium solution, Origin Prime, which provides custom production of short-form ‘native ad extensions’ or Toppers that run before, after, or around ads to amplify the attention and effectiveness their campaigns deserve.

“In a world where so much of what we all do is about taking, we are passionate about using the power of our solutions to give, especially when there are so many good causes that are close to our hearts,” shared CEO, Fred Godfrey. “During the darkest hours of the pandemic when the world needed a way to react to what was happening in real-time, we found true joy in extending creative ways to support a variety of small businesses, causes, and movements. That is why we’re so excited to launch ‘Origin Impact,’ an initiative that allows us to continue that practice in an official capacity and give organizations like Susan G. Komen Breast Cancer Foundation tools that will help elevate their message and mission while allowing more of their money to go where it is needed most – the cause itself.”

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As the initiatives’ first recipient, Origin produced an impactful Breast Cancer Awareness campaign for Susan G. Komen Breast Cancer Foundation in collaboration with Goodway Group. For the 30-second ad slot purchased by Goodway Group programmatically via The Trade Desk, Origin created a 15-second animated ad topper featuring eight opaque women. The topper later singles out one to visually demonstrate the statistic that 1 in 8 women will receive a breast cancer diagnosis in their lifetime. The attention-grabbing topper is followed by the organization’s own 15-second commercial spot further educating viewers about breast cancer awareness and encouraging them to join the fight and donate to the cause.

“We are honored to be chosen by Origin as the first participant in their initiative. Awareness is the most important factor in driving support for any cause and ours is no different,” commented Rachel Davies, Vice President, Brand Management at Susan G. Komen Breast Cancer Foundation. “They have been an asset in raising the visibility of our cause, grabbing viewers’ attention through their unique topper which gets to the heart of our mission in an impactful way. We’re looking forward to their continued support in the coming months.”

The organization’s campaign is currently running with a single topper preceding their preferred ad. Origin will refresh the toppers seasonally, to build a library of 15-second animated videos that will allow the organization to rotate the content preceding their ads with creative that is reflective of the time of year. The toppers’ unique format will also enable the Susan G. Komen Breast Cancer Foundation to deliver time-sensitive messaging directly into the living room when required.

“We are thrilled to work with an organization like the Susan G. Komen Breast Cancer Foundation that has done such an incredible job educating the nation about breast cancer and supporting the race to find a cure,” said Lindsay Jacaman, Senior Director of Client Experience at Goodway Group. “Through our collaboration with Origin, we’re able to enhance one of our key awareness driving tactics – Advanced TV – to make it even more impactful.”

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