A SOCIAL EXPERIMENT
IN DEFENCE OF INDIGENT MOTHERS
A social experiment campaign to raise awareness around families in Italy and their daily fight against poverty.
THE CHALLENGE
After the success of the organization’s last social experiment, we worked with Fondazione L’Albero della Vita Onlus on a new video and a brand new campaign to talk about poverty in a different way: this time the focus is on a young mom and her daughter, but most importantly on the reactions people show when hearing their request.
SOCIAL EXPERIMENT
An actress walks around a crowded place in the center of Rome, with a little girl (who is also a great actress!) asking for people’s help.
We wanted to show how desperate a lonely unemployed mother can be, and how poverty can affect anyone. 2 cameras and 1 Go-pro were placed in hidden spots to catch spontaneous reactions from people who passed by: and such reactions were surprisingly positive.
CAMPAIGN STRATEGY
The social experiment video is part of an integrated communication strategy aimed at increasing online donations to Albero della Vita’s project dedicated to families with limited means.
We developed and implemented a social media paid campaign and we designed visual assets for billboards in public places.
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