One of the obstacles to donating is that donors don’t get to experience the reward of their generosity – seeing what their donation achieves. And for many people, being generous is not rewarding in itself.
Saatchi & Saatchi New York’s campaign for Mended Little Hearts, the organisation that supports children with congenital heart defects and their families, shows people what will happen if they give.
In the campaign, Give a Fuller Life, what happens is that the daily life of a little boy (inspired by the real Max Page, an 11-year-old born with a Congenital Heart Disease) gets fuller. And Saatchi & Saatchi has achieved this with a cute animation. The more you pledge to give, the more colour and detail is added to Max’s animation.
The campaign launched during CHD Awareness Week 2017, which runs from February 7 to Valentine’s Day, February 14.
The five different animation levels were created by Oscar-nominated company, Studio AKA, in the UK & New York production company, Blacklist. Music is by Stabbiolo Music, sound design by Post Human and editing by Cosmo Street Editorial.
Client: Mended Little Hearts
Agency: Saatchi & Saatchi New York
Production: Blacklist & Studio AKA
Director: Steve Small
Studio AKA producer: Sharon Titmarsh
Blacklist producer: Solana Payne
Blacklist executive producer: Andrew Linsk