Title	MONEY MAKES MONEY
Brand	COMMUNITIES FOR DEVELOPMENT
Product/Service	COMMUNITIES 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

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.