Goals

The #indifesa campaign, promoted by Terre des Hommes , aimed to raise awareness and funds to improve the living conditions of girls and young women around the world, guaranteeing their health, safety and rights.

The aim of the project was to develop effective storytelling to engage an audience sensitive to these issues and encourage donations through a video presenting the #orangerevolution fundraising campaign, designed to be distributed mainly on digital channels and social media.

 

Strategy and Approach

World Funk Pictures curated the content of the campaign, with particular attention to the narrative and emotional impact of the message.

• Archetypal storytelling : the video is based on a narrative approach that recalls universal archetypes, in order to make the message powerful and immediately understandable.

• Key data : To emphasize the seriousness of the problem, concrete data have been selected and shown, essential to raise awareness among viewers.

• Visual and sound impact : the video alternates evocative images, focused on the faces of young women, with an intense and emotional soundtrack, capable of arousing empathy and involvement.

 

Results and Impact

• The campaign achieved widespread coverage on social media, reaching a large audience and encouraging engagement with the content.

• The video helped raise awareness for the cause, encouraging donations and creating a strong emotional impact on viewers.

• The narrative strategy allowed us to clearly and incisively communicate the urgency of the intervention, increasing community involvement.

 

Conclusions

The project demonstrated the effectiveness of well-structured storytelling in mobilizing public opinion and generating concrete actions. The combination of emotional storytelling, meaningful data and quality video production allowed the #orangerevolution campaign to achieve its goal, raising awareness and motivating a large audience of potential donors. This experience confirms the importance of strategic communication for the success of fundraising initiatives in the social sector.