Client: Wonderbag
Campaign Objective: Increase awareness and sign-ups to the RFC Project
Wonderbag was running an initiative called “Recipe For Change”, intending to get as many Wonderbags into rural areas as possible, as a way to help people in need, reduce the risk of indoor air pollution, burns, and carbon emissions from open-fire cooking.
Since digital platforms are not widely used in rural areas, we needed to find a way to send the message “home”. Targeting the younger, city working generation, whose families still live on outlying rural farms, we wanted to tell the heart-warming festive season story that isn’t often highlighted.
Where are you going this December?
“I’m going home.”
Client: Wonderbag
Campaign Objective: Increase awareness and sign-ups to the RFC Project
Wonderbag was running an initiative called “Recipe For Change”, intending to get as many Wonderbags into rural areas as possible, as a way to help people in need, reduce the risk of indoor air pollution, burns, and carbon emissions from open-fire cooking.
Since digital platforms are not widely used in rural areas, we needed to find a way to send the message “home”. Targeting the younger, city working generation, whose families still live on outlying rural farms, we wanted to tell the heart-warming festive season story that isn’t often highlighted.
Where are you going this December?
“I’m going home.”
KEY VISUALS
We captured our hero’s real-life journey back home, from the city of Cape Town to the rural town homelands of the Eastern Cape. Through this production, we captured relatable, heart-warming moments that the audience could connect with.
MINI DOCUMENTARY
Going Home With Wonderbag documentary is a heartwarming tale of surprise and community involvement. The project documents a real, South African women and her journey home, where she reconnected with her loved ones and introduced the Wonderbag, a revolutionary cooking device that will change lives.
The video was shared on multiple social media platforms and boosted through PR efforts to educate the audience about the Recipe For Change (RFC) project and encourage them to contribute to the initiative.
Viewers were encouraged to share their own “Going Home” stories, purchase a bag for someone at home or for themselves, and join the RFC project.
SHARE OF VOICE
With viewers keen to share the uniquely South African story, our average daily, organic reach was over 20k, we achieve 2.24m impressions, 4 community radio features, one prime-time TV feature, and 7,000 new sign-ups.