There’s nothing more moving than a well-executed campaign that supports a noble cause. Such is the case of Mended Little Heart’s latest campaign, Give A Fuller Life, which wants to raise money for sick children.
The whole idea of the campaign is that you don’t have to donate a lot, to make significant change in a child’s life. The execution is supported by an interactive video which encourages viewers to pledge an amount of money, and add colour to the film.
Starting out as a dull black and white animation with minimal graphics, Give A Fuller Life shows the story of Max Page, a child born with a rare heart disease as he embarks on a day with his friends at the park. And this is where viewers get to influence the video, and eventually, do good. The more they pledge to the cause, the more vivid and colourful the video becomes.
Saatchi & Saatchi New York devised the campaign, with the help of Blacklist and animation house Studio AKA. It’s a great example of how technology can facilitate campaigns which are based on “instant gratification.” But apart from that, it shows that charities can go beyond the “please donate” messaging, and showcase the real impact that one’s donation can make toward a cause.
So, go ahead. Play along, and check out the campaign. But please don’t forget to donate.
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