TV wanted to inspire the Good Morning Britain audience to help tackle loneliness by pledging their time and signing up to volunteering opportunities with a host of charities including Alzheimer's Society, Alzheimer's Research UK, Grief Encounter, Crisis, Re-Engage, Chatty Cafe Scheme and the Royal Voluntary Service.
This is a key part of the show’s aim to be part of the national conversation and to promote the best of Britain. Rather than a usual charity campaign oriented around collecting money, 1 Million Minutes was designed to encourage viewers to donate another scarce resource - time.
There was a need to make the campaign feel like a collective effort by the whole audience. So an online counter was developed and promoted from the TV show which allowed users to pledge an amount of time and see which charities they could help. The counter featured a total number of minutes pledged - going up in real time as thousands of audience members made their pledges. The counter needed to be slick, easy to use and robust to handle scale - as well as feed through the counter in real-time to the studio TV display.
