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CAMFED

The Power of One

Girls education charity Camfed approached Onespacemedia to create its annual seasonal appeal. Broadcasting across print and digital channels the appeal delivers a wide range of multimedia content and calls to action based on a simple theme. As well as creating the thematic concept Onespacemedia designed the print campaign, website landing page, social media asset design, the email campaign and worked with copywriters, photographers and film producers on content.

The concept

The power of one concept focusses on the impact that an individual can make. Camfed’s hugely effective model relies on communities of people coming together to make educating girls in rural Africa possible. In Africa this support takes the form of knowledge, experience and time. In the UK or USA the support is mostly financial. The power of one positions the donor as part of a community of people taking action to support girls. The power of one concept also articulates the transformative effect that an educated girl has on herself, her family, her community and her nation.

Direct mail

Camfed’s mailing list included many donor levels, various personalisation options and needed to be output in A4 and US letter paper size and sent to donors across the world. Subtle graphical elements and mail merge technology were used to introduce and connect the recipient to the power of one concept on the envelope. The mailer itself featured a stylised letter with detachable form, return envelope and gift cards for recipients to send to friends and family.

View example

Social media

To complete the multi-channel approach we created backgrounds and graphical assets for Camfed’s social channels including Facebook and Twitter.

Facebook Twitter

Bringing the campaign to life

Each week that the appeal runs a new short film is released focussing on individuals who are taking action in their communities. The online films include inspirational stories of a chief, a teacher trainer, a young woman who now runs her own tailoring business in Northern Ghana and the story of Ruhiya who says, “I am someone who was helped to achieve my dreams, and I have that inborn desire to help people." Ruhiya is training to be a doctor and you can watch her story in the panel below.

"It’s exciting to work on such an important project at this time of year. The Power of One campaign with its simple but powerful message is delivered consistently across many channels and media types. If you are looking for alternative gift ideas this holiday season then the gift of a girl's education is a great place to start. Good luck to Camfed for a successful appeal.”

James Dellar, Creative Director, Onespacemedia

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