International development charity Practical Action has appointed Band & Brown Communications (Twitter: @BBComms) as its PR agency to help it reach new audiences via a thought-provoking online video campaign with a difference.
The agency has been recruited following a three-way pitch to raise the profile of Practical Action, whose four-decades of working with the people of the developing world to help them alleviate poverty has not been matched by its consumer profile.
The three-month campaign will centre on a provocative online video created by leading creative agency Quiet Storm, whose clients include MTV, Kerry Foods and Haribo. This will form the hub of an unusual and highly creative campaign that will encompass on and offline PR, social media, and the design and development of a campaign microsite, complemented by third-party seeding activity.
Rob Cartridge from Practical Action, said: “Practical Action is an international development charity with a difference, and this is a PR campaign with a difference. Our work is innovative and exciting – we want this campaign to be the same.
“This campaign will not only help raise awareness of Practical Action as an organisation, but also of the values that make us stand our from other charities in this field – working with the people of the developing world to enable them to lift themselves out of poverty, rather than rely on handouts.”
Commenting on the appointment, Simon Francis, Band & Brown Communications managing partner, said: “We are delighted to be working on this campaign, which brings together several different areas of our expertise in a thought-provoking, highly creative campaign. We are looking forward to both widening consumer awareness of Practical Action and delivering more supporters for them.”
Neal Colyer Creative Director Quiet Storm said: “What impressed us about Practical Action and the work they’re doing was that it simply made sense, practical solutions to world problems that frankly are not going to go away on their own. Trust us when we say this campaign pulls no punches.”
PRODUCTION CREDITS
Project name Fat of the land
Client Rob Cartridge & Sara-Jane Brown, Practical Action
Brief To demonstrate how we can use practical solutions to help solve world problems
Creative agency Quiet Storm
Copywriter Neal Colyer
Art director Neal Colyer
Planner (creative agency) Jon Howard-Spink
Media agency in house
Production Company Quiet Storm Films
Director Trevor Robinson OBE
Editor Crinan Campbell
Exposure Digital
About Practical Action
Practical Action believes that the right idea, however small, can change lives.
Practical Action is an international development charity with a difference, working together with some of the world's poorest women, men and children, helping to alleviate poverty in the developing world through the innovative use of technology.
Practical Action's particular strength is its 'simple' approach: finding out what people are doing and helping them to do it better. This enables poor communities to build their own knowledge and skills to produce sustainable and practical solutions: driving their own development.
Whether enabling women and men in Darfur to feed their families, providing people in Bangladesh with the chance to control the impact of flooding on their lives or working with remote communities in Peru to introduce electricity, Practical Action's activities are always people focused, locally relevant and environmentally sensitive, offering tangible ways out of poverty.
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