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When people think of "film" they have many strong associations, none of which
have anything to do with providing refugee aid. This was the perception problem for FilmAid - an international aid organization that uses mobile projection units to deliver health, educational, and entertainment content to war refugees. Our solution was to refocus the brand on the unique power of film as a communications medium: The |
power to educate tens of thousands at a time. The power to communicate to those who cannot read. The
power to deliver lifesaving information in areas without power or infrastructure. And, of course,
the power to provide momentary mental escape from unspeakably difficult conditions. This is the “true power of film,” and it informed all the creative work we developed, including a new tag line, messaging platform, and print ad campaign. |
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