Positivity and humour a key campaign approach

Flame Design wanted to utilise humour and positivity in the campaign. Contrary to the sad messages so often presented to the public as a means to gather support for causes such as this one, Fuel2Grow intended to turn stereotypes on their heads.

The campaign wanted to present the children as they are; kids that needed fuel to be kids. The slogans “Fuel to concentrate”,”Fuel to be creative”, “Fuel to be naughty”, “Fuel to be passionate” and “Fuel to sulk” were coined. By showing the real personality and the humour in the children that Ikamva feeds, Flame Designed created lasting support for the NGO.

The campaign made use of beautiful, sincere and real moments captured in photography and on video to create simple but powerful messages for a range of platforms. The message was simple; all kids need fuel to grow and South Africa needs to feed them in order to grow the future.

Scope and deliverables for Fuel2Grow campaign

Flame Design was tasked to develop, implement and execute a communication strategy for Ikamva Labantu and the crowdfunding campaign. The first objective was to increase funding and donations for Fuel2Grow.

The next step was to establish a clear communications plan that would deliver the core message of the campaign to a wide audience. A media plan was developed for a rollout over a period of three months, which included a mixture of traditional outdoor marketing, television adverts, radio campaigns (broadcast on Smile 90.4FM), social media and newsletters.

The third task was to develop creative concepts and the rollout plan that would launch the campaign. Flame Design was responsible for creating collateral and rollout parameters that served as the base model for various partners. This model would be fine tuned into a sustainable that would provide long-term partners for Ikamva Labantu.

Flame Design then created compelling stories through photography and video production, in partnership with Qudos. These stories were shared across a range of platforms, both print and digital, including a dedicated YouTube channel for Fuel2Grow. Designs were created for the print, website, social media and video components of the campaign, which included the creative development of the Fuel2Grow logo.

A large amount of research went into crowdfunding to allow Flame Design to set SMART goals for the project. These are goals that are specific, measurable, attainable, relevant and time-constrained. One such SMART goal was to raise R50 000 from 500 people in one month.

The crowdfunding campaign also needed the right digital tools to make donating as easy as possible. Flame Design developed a clean and secure donation site for Fuel2Grow, along with other technology accelerators in partnership with Pinsoft Studios.

Flame Design partnered with Relay Bracelets and Cape Union Mart to design and produce beaded bracelets. These fashion accessories were sold at Cape Union Mart stores and all the proceeds were donated to Fuel2Grow. Additional fundraising activities included live music performances by Freshlyground at the V&A Waterfront and celebrity appearances by Zolani at The Watershed.

The entire campaign was a success. The target of R2.5-million was met in under a year, which was used to feed 650 children. The donations and support received provided fuel for children to grow into productive citizens in their communities, highlighting the truth in the African proverb; “It takes a village to raise a child”.