World Vision ask Kiwis 'What if the next Richard Branson couldn't afford to start up his first business?' in a campaign via Sugar&Partners

monteiths_billboard-2.jpgWhat if the next Richard Branson couldn't afford to start up his first business? That is the question a new campaign from Sugar&Partners, MBM & World Vision calls out to business savvy Kiwi's asking them to make a difference and "Make it your business to help theirs".
 
With Branson and other well-known entrepreneurs Mark Zuckerburg, Larry Ellison and the homegrown success story of Trelise Cooper. World Vision explains Microfinance in a way that will engage the target audience and get them thinking.

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Larry-slider2.jpgSays Dave Nash, creative director at Sugar&Partners: "Once you understand Micro it is an amazing way to help people help themselves out of poverty.  Using famous entrepreneurs and asking 'what if' was the simplest way to articulate 'why micro' Mark-slider4.jpgand illustrate the impact you can make."

Says Dame Trelise Cooper: "Female disempowerment is acknowledged and recognised worldwide as a particular challenge faced by the vulnerable women and girls in the developing Trelise-slider1.jpgworld. Microfinance is a pathway for them to lead independent financial lives where they alleviate poverty."
 
The campaign will be promoted mainly through highly targeted digital media channels, supported by DM and eDMs, and to build Microfinance_Online.jpgawareness billboards will run in the Auckland CBD area.
 
Says Paul Goldsmith, World Vision Micro product manager: "The work we've developed with S&P and MBM will help us tell the story in a clear and concise way, deliver greater understating of Micro and lead to a higher level of support."
 
Sugar&Partners and World Vision have also developed a new website for Micro, creating a simpler user experience, making the process of donating easier and creating a stronger emotional connection to the different industries that you can support.
 
World Vision
Head of Marketing - Helen Carter
Micro Product & Brand Manager - Paul Goldsmith
Digital Producer - Matthew Barker
Developer - Allan Goveas
 
Sugar&Partneres
Creative Directors - Dave Nash & Damon O'Leary
Creatives - Dan Nelson, Gen Chunn
Head of Design - Hamish McArthur
Digital Art Director - Vikki Cheng
Designer - Gary Butcher
Group Account Directors - Jamie McLean & Dennis Carroll
Head of Planning - Tania Stevenson
Digital Project Manager - Kate Ferriman
 
MBM
Deb Brown - Media Director

8 Comments

Aaron said:

it's quite wierd this, but I like it.

R. Darby. said:

Making sense of the offer without sending anyone up a mountain.

LIKE.

Not working at Sugar said:

This is very good. Different. Makes you think.

this doesn't make sense. said:

One would assume that if the next Branson didn't have the funds, he'd find a way to get them, because overcoming adversity is what makes a business leader good.

So, if the next Branson didn't have the funds, and couldn't figure out a way to overcome that, surely that's not actually the next Branson, just someone asking for a charity.

Kim Ellison said:

Nice work guys.

Hey Mr Moderator said:

FUCK YOU!

Phil said:

What if a billboard headline was 15 words long and still didn't call for action?

Phil's friend said:

Sorry, but I agree with Phil. I don't hate them but they don't make me care. And as Phil will tell you, I'm a caring guy.

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