CLIENT:
The Leprosy Mission
PROJECT:
Unconditional appeal
Multichannel appeal
We worked with The Leprosy Mission to develop a match-funded multichannel campaign that became an unprecedented success – raising over double the ambitious target income.
Raising awareness and fighting stigma
The Unconditional Appeal aimed to help put an end to leprosy in Mozambique by raising awareness of the disease and the stigma surrounding it. In addition, we wanted to increase understanding that leprosy is a curable disease – and, if treated early, people are likely to recover fully.
Our audience research uncovered the opportunity to widen the net by speaking to existing faith-based audiences and broadening the charity’s appeal to those with shared values.
Creative storytelling
We developed creative that presented a new, authentic human focus to bring supporters closer to the beneficiaries who have been affected by leprosy.
Using in-country filmmakers and photographers, we created the ‘Leprosy Changemakers’, giving the beneficiaries the lead voice in the campaign. The stories of these Changemakers, such as Zaina and Jorge, were told in their own words (and their own songs) with striking photography to bring them to life. This meant their unique personalities could be shared and celebrated, successfully bridging the ‘them and us’ divide.
Results with impact
It was an overwhelming success, beating targets by 140%, changing attitudes and transforming lives in Mozambique and beyond. We raised £2.2 million against a target of £850,000. Including UK Aid match-funding, the campaign raised over £4.4 million, which is The Leprosy Mission’s best performing campaign to date.
Most importantly, this campaign has raised enough to cure 175,000 people – 80% of the new yearly cases of people in the world with leprosy – transforming lives and restoring health, hope, dignity and independence to communities across Africa.
