University Project
Pencils of Promise
"We're the impossible ones"
Objective:
Innovative fundraising campaign for Pencils of Promise (nonprofit organization with the goal of education for all, Increasing the access to education and building schools in Africa and Central America has empowered local communities since 2008)
Idea:
Video that highlights the positive results that the organization brings to communities instead of focusing on the need for funds by showing children desperate for support.
Create an emotional connection with the audience by transferring an overall uplifting feeling of optimism - voiceover of particular importance.
Images are supported by a very gentle soundtrack, which doesn’t deflect attention away from the friendly and kind voice reading the text in an almost lullaby-fashion.
Instead of explicitly asking for actions or a certain amount of donations, aim was to introduce brand to the viewer and engage them with a simple call-to-action – "Join us, make a difference with Pencils of Promise” in the VoiceOver.
[VO]
A child
is a beautiful creation
A creation
made with the love
superior to all others
Everyday is a journey
A new adventure
A child
is a very definition
of beauty
Beauty that needs to be cherished
and nurtured
Pencils of Promise believes
Every child should have access to quality education
We build schools
create programs
and global communities
around the common goal
of education for all
Because
a generation empowered
will empower the world
Join us
Make a difference
With Pencils of Promise
We’re the impossible ones.
