Do we have to write another cliché tear-jerker film? Again?
When Community Chest approached us for a new brand film, we knew this would be a valuable opportunity to break the mould when it came to marketing NGOs and Non-profits. Instead of talking about the difficulties our beneficiaries faced in their day-to-day lives, we focused on celebrating their achievements in spite of their hardships. This strategic line of thinking led us to our campaign line “Champion Every Potential”.
To maintain authenticity, we spoke to real Community Chest beneficiaries to bring across their stories in an authentic and honest way. At every step of creating this film, we also made special arrangements with our production partners to work with real beneficiaries and make them feel comfortable on set. Parts of the song were even performed by actual beneficiaries of Community Chest too! Talk about made for the community by the community!
More than just a film, we created an anthem.
One that captures Community Chest’s mission to Champion Every Potential.
The results?
416% increase in donation transactions
over $16M collected in donations
61% increase in donation awareness
Awards:
SMMA - Gold Creative Effectiveness
SMMA - Gold Marketing for Good/CSR Campaigns
CCA (Gongs) - Silver (Best of Show)