Save the Children UK | SIBLINGS
A DRTV campaign that just couldn’t stop driving donations
The Brief.
Save the Children wanted to breathe new life into their DRTV malnutrition proposition. To help them stand out in a noisy and crowded space. The answer was blending traditional fundraising success drivers with a bold new approach that revitalised a tired medium.
The campaign was so successful it ran for 4 months longer than planned and, with a universally relatable story, was translated for multiple territories.
The Insight.
Research showed that audiences were becoming apathetic to tired DRTV approaches that over-emphasised helplessness on screen and used guilt to drive donations. To jolt the audience back into action the children were positioned as fighters, rather than victims.
The Work.
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Fundraising Proposition, Digital Campaign
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Creative Approach and Concept Development
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DRTV and Film Production, Direction, Social Content , Digital Ads
To achieve this the story focussed on two brothers. Even in the face of extreme hunger and malnutrition, you can see the incredible resilience and power of children as the elder brother, Leolida, fights to provide for his younger brother Laurence.
It’s imperative to create an emotional connection between our protagonist and our audience, to bring them as close as possible. Authenticity is key to this so the problematic and distancing ‘Voice of God’ so often used in traditional DRTV was removed. Instead, Leolida told his own story, in his own language and in his own words with a direct translation mixed on top so that both can be heard simultaneously.
