The Good Fire has launched

Working with Google, agency Above+Beyond has posted a 10-hour video of a roaring log fire on YouTube and pledged to donate all the advertising revenue that it makes to the homelessness charity.

The agency is encouraging the public to tune into The Good Fire often, daily even, if only for a few minutes to help boost income for the charity in the run-up to Christmas. They describe it as “the YouTube fire that helps fund real heat for those who need it most”.

This promotion will be aired on Sky during Christmas.

Of course, it will rely on large numbers of viewers to make it a roaring success for Shelter. But the idea of daily views might just spark a reaction on that scale.

Andy Harris, Director of fundraising at Shelter, said: “This will be an especially tough winter for many, for thousands of families it will mean Christmas spent in cold, cramped temporary accommodation, and for some people it will even mean freezing nights spent sleeping on the streets.”

The virtual fire is designed to remind us that not everyone gets to stay warm in their own home over Winter and at Christmas.

In addition to raising funds through ad revenue, the video invites viewers to donate to Shelter on the charity’s website.