CHAllenge:

Backpack Buddies provides a nutritious food parcel every Friday to children in need at various Lower Mainland elementary schools. Hungry kids find it difficult to learn and Backpack Buddies is a key part of the solution to this issue. 

In 2013 Hole Hog Media produced a highly successful promotional video targeting children and parents at prospective donor schools, but in 2018, Community First Foundation wanted a way to tell their story in a fashion that would motivate corporate donation.

insight:

Hole Hog Media completed a 360° analysis of Backpack Buddies current corporate donation environment. We interviewed existing donors, potential donors, employees and those on the front line of the hunger gap to understand how donation decisions were made. We then overlaid the existing promotional activities and organizational values of Backpack Buddies to help identify both the type of video and the key messages required.

strategy:

The analysis showed that a video centered around the actual tangible benefits to someone who directly benefits from the program would be a powerful tool for fundraising from corporate donors with the added advantage of communicating success stories to their existing donor base.

outcomes: 

We completed a 6-minute short documentary which tells the story of Andrea, a working single mother, and the importance of the Backpack Buddies program to her life. With supporting voices of school social workers and children who directly benefit from the program, the film is highly emotive and compelling. Premiering as part of Backpack Buddies principal fund raising gala, it helped secure a record amount of donations for the charity.