IMAGINE IF
#THROWBACKTHRUSDAY
COULD CHANGE LIVES
For most, #ThrowbackThursday is nostalgic. But for burn victims, looking back holds painful memories. Using the popular online hashtag #TBT, we posted pictures of burn survivors, with portraits of themselves before the tragedy, and joined in on a massive global platform, getting our message heard.
In informal housing settlements in South Africa, fires are a common occurrence. We needed to create awareness around the permanent after-effects that fires leave on child burn victims, and raise funds for Children of Fire, a rehabilitation centre for burn survivors.
Within 24 hours the campaign generated a spread of more than 441 414, achieving 57 859 unique impressions, putting an unknown charity on the map, and continues to bring in donations as fast as our campaign is spreading.
Silver Loerie for interactive Poster
Bronze Loerie for social media
Campaign video
Digital and Social media
Interactive posters
Copy: Photograph my #ThrowbackThursday and share it online. Your post can change my life.
To donate, visit childrenoffire.org
To donate, visit childrenoffire.org
TEAM:
CREATIVE PARTNER: Tom Cullinan
CREATIVE DIRECTOR: Dana Cullinan
CREATIVE GROUP HEAD: Nicole Solarsh Glickman
COPYWRITERS: Lebo Mokoena, Portia Mamosebo, Nicole Solarsh Glickman
ART DIRECTOR: Lethu Zimu
PRODUCTION: Lizette Botha
PHOTOGRAPHER: Jonathan Wood
DIGITAL: Matthew Maurin
SOCIAL MEDIA: Zuko Komisa
AUDIO ENGINEER: Ian Fraser
ACCOUNT DIRECTOR: Fortunate Mathebula
