FLIP BOOK by J. Walter Thompson Atlanta for Foundation Rwanda

FLIP BOOK

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency J. Walter Thompson Atlanta
Executive Creative Director Carl Warner
Art Director Jeff Harter
Copywriter David S. Cohen
Photographer Brad Kaye
Released April 2010

Credits & Description

Category: Books
Advertiser: FOUNDATION RWANDA
Product/Service: CHARITY
Agency: JWT/ATLANTA
Date of First Appearance: Apr 22 2010
Entrant Company: JWT/ATLANTA, USA
Art Director: Jeff Harter (JWT)
Copywriter: David S. Cohen
Executive Creative Director: Carl Warner (JWT)
Photographer: Brad Kaye (Method 3)
Retoucher: Tom Janousek (Beck)
Print Producer: Buffy Torres (JWT)
Project Manager: George Medland (JWT)
Media placement: Ambient - Fundraising Event, Seattle, WA - April 22, 2010
Media placement: Ambient - Fundraising Event, New York, NY - May 13, 2010
Media placement: Ambient - Fundraising Event, Los Angeles, CA - April 7, 2011

Describe the brief from the client
Foundation Rwanda’s goal is simple: provide an education for the children born from rapes during the 1994 Rwandan genocide. These children are now outcasts and their only hope is an education. The foundation wanted to get their message across while ultimately increasing awareness and donations. Our strategy was to capitalise on the captive audience at fundraising events with a creative piece which would be respectful, thought provoking and could still make an impact long after the event.

Describe the challenges and key objectives
We wanted to make a creative impact that respected the Rwandan mothers and their children born from rape, while showing how each donation can make a huge difference. We created the flip books to be placed at each fundraising event where they could be passed around, carried away beyond the event —extending the reach of the flip book.

Describe how you arrived at the final design
The strength of the flip book is in the relevance to the 1994 Rwandan genocide where the Hutu militia used numerous awful weapons to kill, torture and rape the Tutsis. In the flip book, an image of war turns into one of promise the same way an education can change a child’s future from despair to hope.

Give some indication of how successful the outcome was in the market
The foundation grew 200% in 2010 — meaning more Rwandan children were able to attend school and have their uniforms, shoes, books, school materials and transportation paid for. Foundation Rwanda was able to increase their financial support from 150 children to over 510. That’s a huge change for the better.