Intervention

We implemented the digital campaign across Instagram, Twitter, Snapchat, YouTube, and through newsletters. For the content, we developed illustrations that told the beneficiaries’ stories and highlighted their struggles in accessing quality education, ensuring the messaging remained relevant and emotionally engaging for the target audience.

We also collected videos recorded by the actual beneficiaries — students and mothers — sharing their dreams and aspirations. In total, six videos were animated, each representing a different persona to create empathy for the beneficiaries’ needs and encourage advocates to donate through clear calls to action. These stories tied together under the campaign’s title, “Back to School.”

To further strengthen the call to action, we shared the beneficiaries’ exact needs in numerical terms. We developed donation categories that outlined specific costs, helping potential donors understand how their contributions would be used. A donation meter visually displayed the progress made toward the campaign’s overall target.