The Need

During Covid, this organization was forced to pause its letter writing program between children and their sponsors. They needed a way to keep their sponsors engaged and wanted to promote the continuation of letter writing through their web portal. The most significant challenge in creating powerful storytelling in this case was that Covid had restricted our ability to travel, conduct face-to-face interviews and, generally collect content in any traditional fashion.

The Solution

As the creative director, I led our team on the creation of a letter writing campaign that included elements such as a unique landing page, social media, digital ads, and email. But at the center of the campaign I wanted to build messaging around the emotional connection achieved by letter writing that came from the sponsors themselves. Limited by Covid, I asked our writers to conduct phone interviews — the recordings of which allowed me to work with beautifully intimate audio content, which I then layered over peaceful POV footage of American homes and stunning still photos of sponsored children from around the world. Using very simple techniques, we were ultimately able to create a memorable and heart-warming story that not only inspired sponsors to write, but also attracted new donors.

Primary Campaign Video: