World Vision The Power of 40
To celebrate the 40th anniversary of the 40hr Famine (New Zealand's largest youth fundraising movement since 1975) we created a spot unlike anything World Vision had ever created before. We didn't pull guilt-trips, ask for urgent funds or emotionally sadden our audience instead we celebrated 40 years of New Zealanders doing amazing things for third world hunger.
After writing a completing a simple piece of prose centring around The Power of 40 we enlisted the iconic poetic voice of Sam Hunt.
Television and digital video was used to created awareness. Then digital display banners were focused on direct response, sending donors to the website that was simplified to maximise donations.