Shine On Sierra Leone Outdoor Adults by David&Goliath

Adults

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency David&Goliath
Chief Creative Officer Bobby Pearce
Associate Creative Director Bernice Chao, Chris Mead
Creative Director Greg Buri, Raul Garcia
Art Director Raul Garcia
Copywriter Greg Buri
Released December 2017

Credits & Description

Category: Public Interest, NGO
Media: Integrated
Brand: Shine On Sierra Leone
Agency: David&Goliath
Geo: United States
Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce
Creative Director/Copywriter: Greg Buri
Creative Director/Art Director: Raul Garcia
Senior Designer: Katherine Ahn
Associate Creative Directors: Bernice Chao, Chris Mead
Group Account Director: Stacia Parseghian
Associate Head of Strategy: Kristen Knape
Account Supervisor: Lauren Gluck
Senior Project Manager: Nita Smith
Digital Analytics Manager: Shaun Jacobs
Senior Social Media Strategist: Natalie Gomez
Junior Social Media Strategist: Noelle Suarez
Director of Digital Production: Peter Bassett
Senior Digital Producer: Noah Luger
Senior Developer: Ben Smith
User Experience Design: John Randall
Developer: Mariano Echegoyen
Sr Digital Designer: Tim Hagan
Digital Designer: Meagan Steincamp
Mix Facility: Lime Studios
Audio Engineer: Peter Lapinski
Executive Producer: Susie Boyajan
Editorial House: Spinach LA
Editor: Juan Pablo Digenio
Managing Director: Adam Bright
Executive Producer: Jonathan Carpio
Published: December 2017
Campaign: 9 Mile Scroll
Synopsis:
Children in the West African country of Sierra Leone walk up to nine miles to get to school – on dirt paths lined with deadly snakes, through monsoons, in 100-degree heat with little to no drinking water, past abandoned diamond mines filled with malaria-ridden water, and down roads dominated by sexual predators. Then, after their last class, they have to walk home.
To help raise awareness for the nonprofit Shine On Sierra Leone – an organization dedicated to building new schools that bring education closer to the children’s homes – David&Goliath created a powerful campaign that includes http://www.9milescroll.com/, OOH posters, billboards and an Instagram initiative featuring 9 influencers who tagged each other consecutively in one of the 9 miles of the children’s journey. The 9-mile online journey helps contextualize the walk, which can take kids 3-5 hours on foot (and users 3-5 hours to scroll through), for those of us fortunate enough to be living in places where education is more accessible. As the user embarks on their 9-mile scroll, from the village to the school, they experience what the children go through day in and day out.