We designed a landing page for our campaign Project 750. This landing page was used for the digital media run – to enable users to make their donations fast. The design was happy and playful on purpose – to steer clear of the dreadful sad imagery associated with donations. The strategy was to show users empowered children and what they were capable of. This drives a positive reinforcement into the users to donate generously.
We managed the social media content and community engagement for the brand for over 1.5 years. The main aim of social media was to drive donations. We created a campaign called Project 750, inspired from the fact that it took only INR 750 to feed a child a mid-day for the whole year. We decided to keep the communication pointed since the usual sob-stories of feeding a hungry child is lost on most users. We compared what INR 750 could do for a child to what it does for us on a daily basis. This was an impactful way of making people realize that the value of that money wasn’t too great for us, but was life-changing for the children.
This film was made as another campaign to effectively reach out to our audiences. We based this idea on the insight that everyone wants to talk about creating an impact, and very few people actually do something about it. This behavior has now been amplified by social media, which gives more opportunities to talk. This video addresses a user’s sensibility in a sharp yet realistic tone.