African Solutions •ASAP•
Stimulating generosity. Driving donations
How do you make video content that is moving, emotional and actually drives viewers to give? In other words a genuine tool for a grass roots South African charity that is fundraising in London. ASAP identifies rural women caring for orphans and vulnerable children and develops their skills and knowledge so that they are able to create sustainable community care centres tending to the children’s health and wellbeing. Our task: create content that stimulates giving.
Our video team created a revenue generating piece of content to be played initially at ASAP’s key bi-annual fundraising event, and for subsequent use on their social channels. A strong call to action and reason to believe needed to be at the centre of the piece which would cut through the noise and white wine to provoke viewers into reaching into their purses and wallets, and to give generously.
The event and video were a huge success. Not withstanding the generous words of Sir Bob Geldof at the ASAP fundraiser lunch, the audience spontaneously applauded the video centrepiece, and the works of the charity it featured. But their applause wasn’t the only reward – nor the one the team cherished most. The attendees heeded the most important single word ‘DONATE’, which they did generously, contributing over 30 per cent of the charity’s annual revenue from the one event.
Candyspace were a pleasure to work with, responsive and patient, and we were delighted with what they produced for us.