MONEY MAKES MONEY

TitleMONEY MAKES MONEY
BrandCOMMUNITIES FOR DEVELOPMENT
Product/ServiceCOMMUNITIES FOR DEVELOPMENT
Category A06. Not-for-profit / Charity / Government
Entrant KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
Idea Creation KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
Idea Creation 2 DUDE Milan, ITALY
Media Placement KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
Media Placement 2 DUDE Milan, ITALY
PR THIRD CITY London, UNITED KINGDOM
Production MASSIVEMUSIC Amsterdam, THE NETHERLANDS
Production 2 WAKALIWOOD Kampala, UGANDA
Additional Company COMMUNITIES FOR DEVELOPMENT London, UNITED KINGDOM
Credits
Name Company Position
Jari Lähdevuori Kurio Creative Director
Elli Tuominen Kurio Strategy Director
Tommi Opas Kurio Account Director
Riina Hautala Kurio Concept Designer
Francesca Spitali DUDE Managing Director, London
Livio Basoli DUDE CCO
Lorenzo Picchiotti DUDE CCO
Curro Piqueras DUDE Executive Creative Director
Alessio Salatino DUDE Senior Art Director
Giulio Pierrottet DUDE Art Director
Nicholas Kugge DUDE Copywriter
Sara Nazario DUDE Art Director
Roberta La Porta DUDE Copywriter
Carlotta Tamassia DUDE Project Manager
Dimitris Dimitriou DUDE Account Manager
Andrea Italia DUDE Producer
Seba Morando DUDE Post Production Supervisor
Federica Ruggeri DUDE Film Editor
Dario Lipani DUDE Motion Designer
Isaac Nabwana Wakaliwood Director
Harriet Nakasujja Wakaliwood Production Director
Bana Mutibwa Wakaliwood Music Director
MC Yallah Wakaliwood Music Artist
Jora MC Wakaliwood Music Artist
Byg Ben Sukuya Wakaliwood Music Artist
Jonay P. Matos Wakaliwood Photographer
Lauren Westmore Third City Associate Director
Emily Goodbrand Dillon Third City Account Director
Lucy Wagstaffe Third City Account Executive
Cece Wyldeck MassiveMusic Head of Creative Development
Marguerite Rubens MassiveMusic Global Communications Director
Ilaria Mangiardi MassiveMusic Sr. Creative Copywriter & Content Manager
Sjaak Thissen MassiveMusic Music Producer
Rick Sakurai MassiveMusic Music Producer
Dawn Redmann MassiveMusic Music Producer
Scott Cymbala MassiveMusic Music Producer
Joss Ifan Brightwell MassiveMusic Music Producer

Why is this work relevant for Media?

We used multiple online medium to help people of rural Bulambuli of Eastern Uganda, who don't have access to those online medium. And we did it in way that got the attention of the people who would donate to Bulambuli. Who _did_ donate to Bulambuli.

Background

Communities for Development is a small charity that operates in Eastern Uganda, Bulambuli. It provides the training and support entrepreneurs in rural Uganda need to develop or save businesses and to build thriving communities. Their aim is to enable the rural community of Bulambuli to reach financial independence and build their own future. In 2020, the charity needed to raise funds to keep their activity going, and also to bring awareness to this very much unknown part of the world: Bulambuli, Uganda.

Describe the creative idea / insights (30% of vote)

It’s common knowledge all around the world that “money makes money”: the rich are getting richer by investing in each other's ventures, while they ignore smaller, poor entrepreneurs. That's why people from Bulambuli, a small rural community in Eastern Uganda, who needed urgent investments, decided to hijack this well known truth by pretending to be filthy rich – and portraying it in a true rap star way on a music video.

Describe the strategy (20% of vote)

We began with a research on charity campaigning – then aimed to create a different and unique tone of voice for our campaign. One with humour, even sarcasm. We ditched "sadvertising", so common to charities, and went all in with laughter. As a tiny NGO, we knew we needed to appear bigger our size if we wanted to put Bulambuli on map. And in order to pull that off we needed an earned (online) media strategy, built from a PR point-of-view at every touch point.

Describe the execution (20% of vote)

A Kanye-level rap music video, done as a 100% Ugandan production. The music video was directed and produced by Wakaliwood Studios, the B-Movie Uganda based film studio. The original song was created by Ugandan rap artists: Mc Yallah, Big Ben and Jora Mc, some of whom also come from the Bulambuli region, singing in English, Luganda and Lugisu, the local dialect of Bulambuli. We also created remixes with artists from all around the world (Berlin,Tokyo, L.A, Amsterdam, San Francisco), bespoke short social media videos which we tweeted to successful entrepreneurs from around the world, an online store selling ‘authentic’ 100% fake video props to boost donations and additional content pieces. We released each part of the campaign with a dedicated press release to amplify its effect.

List the results (30% of vote)

This was maybe the worst year ever to create awareness and get funding for small charities that are not operating in the health sector. Yet our results were very positive and helped Communities for Development to keep operating in the area for two more years and raise over $25,000 money that will help more than 200 families receive formations and grow their business. This way the local community of Bulambuli is one step closer to fighting poverty and to reaching financial independence. The campaign has gained awareness from all around the world, being featured in several news outlets including BBC News, The Guardian, Vice, El País, and many more.