Best Non-profit Integrated Ad Campaign

Freedom from Hunger empowers women in developing countries with business and health education and microfinance loans as a sustainable means to fight poverty. Freedom from Hunger was looking to improve its reach to existing online constituents while inspiring them to share the information with their personal networks. In response, we developed a three-part e-mail series that highlights the everyday struggles of women in the developing world: cooking, health and education. These are conveyed visually with photos of Freedom from Hunger people juxtaposed with those who are more privileged in order to show the disparity. The emails then link to a microsite landing page which gives more information, shares stories of women Freedom from Hunger has served, and allows visitors to share the images via social media. The landing page uses pre-loaded animation for minimal load time. During a potentially slow time for fundraising and communications, this series kept the issues surrounding chronic hunger on the minds of supporters. The graphics were widely shared across Facebook, Twitter, and Pinterest.

Contributors:

SANKYNET

Location: USA