CARE Pakistan had one of the best dollar-for-good ratios in the non-profit market. Their unique system allowed donors to send a child to school in Pakistan for one month with just £1. But their message wasn’t hitting home.
Using the fundraising technique of ”triggers” we crafted a narrative to concretise the difference between the efficacy of donations in the west versus in Pakistan. In a lighthearted and impactful juxtaposing £1 with 642 trillion Zimbabwean dollars, three eggs and one third of a cup of coffee. The latter being a ”trigger” mechanism which would inculcate the idea in the minds of potential donors. Put simply: next time you buy a cup of coffee, you think about a child in Pakistan.
Shifting between bright and optimistic hand-drawn animation and a dark black and white film narrative, and weaving the two together in the final scene with an optimistic climax, the video successfully outlines the true potential transformation of potential available to almost any viewer: to put a young girl in school, with just £1.
“4 months down the line, Ample Earth continue to provide their relentless support, guidance and expertise. Harry and Matt go above and beyond what is required of them to make not just a video, but to make that video a success.”
Fatima Anwar, Marketing and Advertising Lead, CARE Pakistan.