MAGNA is the Slovak humanitarian organisation that operates in third world countries and provides healthcare there. Our objective was to prepare a campaign that would raise funds for operations in Congo and communicate MAGNA's activities to Slovak public.

The March for Life is an anual event that is organised by radical religious groups that want to restrict abortions in Slovakia. We showed a journey of a real patient in Congo that marched for 4 days to MAGNA's hospital and we called it the Real March for Life to communicate MAGNA's activities in Slovak context.

The target audience were people who are interested in global matters and want to contribute in change. We approached them with social topic that was debated in media at the time.

We shot the documentary film in Congo that was developed also into different digital formats (digital video, Youtube bumpers, social posts, images). We launched the movie with the title The Real March for Life. Afterwards, we included influencers who grabbed banners stating the support for the Real March for Life. This generated more views for the movie.

MAGNA depends on regular donations that are done via SMS message. When you send an SMS according to instructions, you will make an automatic donation every month that is added to your phone bill. The number of such regular contributors rose by 28 % and the campaign generated funds in the first month that were 4x bigger than campaign's costs.