Each year Concern Worldwide hold a 24hr Fast to encourage fundraising for some of the world’s poorest people. This appeal was to focus on the serious famine that was affecting Kenya. Encouraging people to participate and donate was becoming more difficult, as competition within the charitable space was increasing.
We needed to dial into a deeper human truth and unlock a symbol of the Fast. Utilising the historical experience the Irish people have with famine, we developed an icon for the plight of Kenya, creating a campaign built around a simple, yet powerful icon.
During our research we discovered the story of Ilo Jarson, a Kenyan farmer.She found that tying a red scarf tightly across her stomach helped ease her hunger pains, allowing her to continue working.
A simple act that speaks volumes about the fight we have against famine. We took this personal story and used the scarf as the icon for our fast campaign.
The Irish are all too familiar with the hardship of famine. Fortunately we left it in our past, while for the people of Kenya it’s still an everyday issue.
We took our branded scarves and dotted them across the city, to bring our message to the people of Dublin. We focused poignantly on the famine statues on the Quays.
We continued the theme throughout our digital channels.
