Media Components
CareConnects.ca Video
HyperActive methodically documented the CareConnects project. The seven part video was shot for two weeks in rural Zambia in HD video. The resulting modular video captures and captivates, and has been a huge success with CARE Canada in fund raising efforts. Hosted by CTV's Ravi Baichwal and Sonja Nordahl. Television PSA
The web-enabled generation, 25-45 year-olds, is invited to invest on-line in this CARE program. A simple story of hope, cut to the voices of the children of Zambia singing, expresses the power that education has to create futures where AIDS and poverty may be conquered. Awh The Internet - TV PSA
Having a little fun with the chaos of the world wide web, this Television PSA talks directly to the web-enabled generation, 25-45 year-olds, and invites them to invest in this Zambia-based community schools program. Awh The Internet - Radio PSA
Having a little fun with the chaos of the world wide web, this radio PSA talks directly to the web-enabled generation, 25-45 year-olds, and invites them to invest in this Zambia-based community schools program. Hope - Radio PSA
The web-enabled generation, 25-45 year-olds, is invited to invest on-line in this CARE program. A simple story of hope, cut to the voices of the children of Zambia singing, expresses the power that education has to create futures where AIDS and poverty may be conquered. Print PSA
Print ads focus on the positive - using hope rather than despair as the key emotion - and put the entire campaign through the eyes of a child while promoting education as the way to ensure the future of Africa's children. Web Media Presenation
HyperActive broke its CareConnects documentary into logical web video chapters in order to interest potential donors in the program. Hosted by CTV's Ravi Baichwal and Sonja Nordahl. |
6-Part Documentary Video, 8 Television Commercials, Web Media, 6 Radio Commercials, Print Campaign, DVD, CDROM. Launching a web-only fund raising initiative that would support a progressive community schools program in Zambia was a deliberate gamble on CARE’s part. This project would not call on the traditional donor base, but would try to get the web-savvy Gen-X group involved in the fight against illiteracy and AIDS in central Africa. The challenge was to communicate an African education project to an audience that has frankly become numb to the images of families and children in distress in the news, in television progamming, and in advertising. In order to cut through the clutter of competing Third-World helping agencies, HyperActive created a strategy that focused on the positive - using hope rather than despair as the key emotion - and put the entire campaign through the "lens" of the child. Using a web site that features video clips, audio clips, photo albums, and virtual tours, the campaign invites the chosen demographic to become involved with this message – “Point. Click. Change a child’s life.” |
Project Types:
MARKETING
MOTIVATIONAL
GENERAL COMMUNICATIONS
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Video / film / HD
Radio
Print
New Media