Achieving cut-through during the busy holiday period with a timely and meaningful campaign
In 2020, the face mask became the most iconic symbol of the global community. We wanted to create something positive out of COVID-19, so we decided to reimagine the face mask as a conduit for fundraising. Looking to provide a symbol of hope for people in fragile states such as Syria and Yemen, we shared the Masks of Hope concept with our client, the UN World Food Programme (WFP) to drive donations during the end of year holiday season.
The creative
With Masks of Hope, we sought to bring to life the conflict and hunger faced by vulnerable people in Yemen and Syria against the backdrop of COVID-19. With just weeks to produce the campaign, we needed to prioritise a visual approach that would be easily cleared for social (avoiding sensitive imagery) and could be produced in a timely manner (to meet the holiday period). We decided on an illustrative animation approach, which gave our team more creative license while enabling a short production timeline.
We created two different versions of the creative, which allowed us to craft a very different story to reach two separate audiences.
Our Christmas version opened with the familiar carol, Silent Night, priming audiences for a Christmas themed ad and capturing their attention when it turned into something more. The transition of the ribbon into a MUAC strip turned the ad into a compelling and emotional appeal to our audience at Christmas time, the season of giving.
Meanwhile, our evergreen version appealed to our second audience in light of COVID-19, relying on the mask mnemonic to tell people that the WFP’s cause was more urgent than ever.
We developed the campaign in late November, achieving a fast turnaround with a nimble team. From scriptwriting and storyboarding of scenes, we swiftly moved into illustration development, animation and editing, voiceover and music selection, and final approvals. At all stages of the process, we held detailed check-ins with our client to make sure everyone was on the same page.
We optimised our videos for YouTube and social, making sure that our content was geared for success. By including the word ‘donate’ in the first five seconds, for example, our videos arrived more quickly to the point.
The Magic
In a year when charities like the UN World Food Programme needed more help and support than ever, we were able to deliver a campaign that was imaginative, got cut through, delivered emotional impact, and drove donations. And for a fundraising campaign that needed as much as possible to minimise its own costs, we were able to deliver a 300% return on the WFP’s social investment. So, not only was Masks of Hope a worthwhile campaign to be a part of, but it was a highly effective one as well.
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