The People Who Believed In Me
DTV Group
Client: Care International
The campaign was created to promote an innovative and empowering form of fundraising through the charity's LendWithCare microloans scheme. ‘The People Who Believed in Me’ is an uplifting and motivating story that creates a role for the supporter at home while also championing the capability and resourcefulness of the scheme’s entrepreneurs. In a landscape where high visual need typically drives better results, our strategy from the outset was different. Our aim was to create a deeper engagement and drive response by platforming our star entrepreneur and the pre-existing support network within her community. Following our ethical content-gathering approach, the campaign was filmed in-country using a local Zambian film crew, and "passes the mic" as much as possible so that we hear directly from Rabecca in her own words. In this way, "The People Who Believed In Me" tells the real story of a local entrepreneur, Rabecca, and the many people in her life who encouraged her in her dream of becoming a tailor. Her partner, her friends, and her children all knew she could succeed; all she needed was a little help from the investors at LendWithCare to get started! The campaign has so far exceeded targets and is driving an impressive ROI. This is a fantastic case study of how fundraising can be empowering, authentic & uplifting – while still delivering strong results.