When Communities for Development commissioned independent creative agency, DUDE:London, to create a campaign for Balambuli, a rural Ugandan community in desperate need of investment, it also gave the agency a problem to solve. Competition for public donations is fierce. So, how could the Bulambuli community stand out from the crowd and get its voice heard?
With a hip-hop music video, the agency reasoned. There will be no charity campaign like it.
Dude, supported by PR company, Third City, wanted to create a fun campaign that presented the community as budding entrepreneurs with the ambition, energy and drive to create its own success with just a little help. The film is based on the idea that it’s often harder for those with nothing to make money and get on in life, that money makes money – a problem in society the world over. The idea is synonymous with the charity’s purpose of providing training courses in business and finance, helping start-up ideas and general small business advice and support.
To ensure the authentic brazen swagger associated with hip-hop music videos could be achieved but in a tongue-in-cheek fun way, the Bulambuli community set out to create the kind of village that would catch the eye of future investors. The video stars the entire local community and community members created fake bling jewellery, flashy cars and even a helicopter out of recycled materials like straws, plastic bottles and cardboard for the film.
To keep the project authentic, Dude made sure the video was entirely Ugandan produced. The agency invited Ugandan features director and founder of the Wakaliwood action film studio, Isaac Nabwana, to direct the film and asked Ugandan rap artists, Byg Ben Sukuya, MC Yallah and Jorah MC, to create and record the songs. It was important that the song become a hit in Uganda too, so it contains a mixture of English, Luganda (majority language of Uganda) and Lugisu, the local dialect of Bulambuli.
Pilar Tejon, trustee of communities for Development, commented, “The area where we operate often struggles with droughts, floods and COVID-19 is not making it any easier for our local entrepreneurs. But we have always tried to show the positive side of things, and introduce the members of our community in a positive, cheerful way. This is the second time we have worked with DUDE, and we love the fun, ironic and positive tone of voice of the campaigns they create for us. We hope many people will donate because, as Byg Ben, the rapper from Bulambuli says in the video: Your money makes money.”
Curro Piqueras, executive creative director of Dude added: “In order to connect a rural village from Uganda with everyone who lives in big cities all around the world, we needed a global insight that felt local. Money makes money, the well-known saying felt as real in the Bulambuli Valley, Uganda, as it does in the city of London.
The vast amount of talented people we worked with has been amazing, people without the means we have, but with a huge amount of ambition and creativity. Please take some time to dive into the campaign, see how your donation can change people’s lives in Bulambuli Valley and more importantly: Make it rain.”
Lauren Westmore, associate director at Third City, added “Money Makes Money subverts many of the normal rules of a charity fundraising campaign. A clever idea combined with incredible local talent and overwhelmingly positive energy has resulted in a campaign that not only feels fresh but that will hopefully attract the investment that Bulambuli needs for the community to thrive.”
Watch the BTS video:
Personalised messages were also sent to the world’s top philanthropists and business leaders, such as Bill Gates and Elon Musk, to be shared on social media.
Production: Wakaliwood, Uganda
Music: Bana Mutibwa, Byg Ben Sukuya, MC Yallah, Jora MC & Baru Beatz
PR and Social: Third City
Trade PR: boo pr