OUR MISSION IN (JUST OVER) A MINUTE by Wunderman London for Sabin Vaccine Charity

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OUR MISSION IN (JUST OVER) A MINUTE

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United Kingdom
Agency Wunderman London
Executive Creative Director David M. Harris
Art Director Fiona Clark
Copywriter Sophie Clark
Designer Alessia Federici
Released January 2012

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: SABIN VACCINE CHARITY
Product/Service: CHARITY
Agency: WUNDERMAN
Executive Creative Director: David Harris (Wunderman)
Copywriter: Sophie Clark (Wunderman)
Art Director: Fiona Clark (Wunderman)
Project Manager: Natalie Woodley (Wunderman)
Head Of Design: Kevan Ansell (Wunderman)
Senior Designer: Ian Saunders (Wunderman)
Senior Designer: Ana Brun (Wunderman)
Designer: Alessia Federici (Wunderman)
Media placement: Launch Film - END7's Official YouTube Page And Facebook Page - 1 January 2012

Describe the brief from the client
END7 is a brand new charity on a mission to control 7 NTDs (Neglected Tropical Diseases) by 2020.

Over half a billion children in the developing world suffer from parasitic diseases – however, most people have never heard of these.

They cause disabilities, deformities and even death. What’s just as shocking is how easy it is to end this suffering for good.

Our brief was to create a stand out launch film to be played at world health conferences and online, to raise awareness, raise donations and raise the cause on governments’ agendas.

Describe the challenges and key objectives
Our main challenge was that so few people had heard of these diseases, so we had to create and deliver a message which could describe all 7 in a succinct, informative yet engaging way.

Another challenge was that these parasitic worms and the effects they have on people’s bodies are visually repulsive and could potentially turn our audience off.

Our main aims were to ultimately increase funding from pharmaceuticals, governments and organisations and get views, ‘likes’ and public donations. All together creating a united, collaborative front working to succeed in the mission to end 7 diseases by 2020.

Describe how you arrived at the final design
With enough support, END7 can actually eliminate all 7 diseases by 2020. So rather than showing the diseases’ shocking effects we created a simple, charming animation that highlighted the amazing positive effects of getting involved; a film that people would want to share.

The distinct, hand-crafted stencil style with a warm, colourful palette was chosen to evoke optimism and achieve stand out amongst all the other charity ads that often show shocking guilt-ridden reporting footage.

The rousing call to action from Bill Nighy, and memorable upbeat music, were the perfect combination to inform, and motivate people to get on board.

Give some indication of how successful the outcome was in the market
The US and UK versions of the film have received over 6,500 views and have led to 1,100 new Facebook fans. To date we have received enough public donations to treat and protect 8,255 children for a whole year from all 7 diseases.

The even greater news is that since the launch, and as part of an ongoing collaboration with other charities campaigning for the elimination of NTDs, Bill Gates has committed $340m to the cause, the US and UK governments have increased their pledges and 13 pharmaceuticals have increased their medical donations by up to 10 times.