We needed to start a conversation with people who believed they had little to offer. As such, we reached out on a medium that even the busiest people could not avoid – their mobile phones. We created an interactive video that demonstrated to our target audience how little it takes to help. After the demonstration, the interactive video allowed people to donate to our cause, and many did.

In 8 weeks, the interactive video was forwarded over 57,000 times and we raised over USD 30,000. 48.2% clicked through to the UNIFEM site via their mobile phones and unique visits increased by 34.6%.