The screen remains black from the beginning to the end. We hear the chirping of a baby. Then a sound of a metallic instrument. And finally the howling of the baby. Text in superimposition, in 2 times: "Some things just can’t be shown on television. Like the genital mutilation of a 6 months old baby." Text panel: "4 million girls are victims of excision every year. Help us change their vision of the world." World Vision logo and statement, "Make a donation on visiondumonde.fr"

At first, World Vision was not a reflex for potential donors who wish to act. They needed to develop the notoriety of the association, so that the brand "vision du monde" becomes a reference in the minds of French people when they think of an association that helps children.

The mission was to reveal the brand, the mission, the vision and the actions of World Vision in order to bring the association into the consideration of donors. Consideration is essential: we only give to associations with which we share the same goals and values. Their missions must be clear in the minds of French people in order to receive more donations.

For the first time, World Vision choses to highlight their actions and not a product (like sponsorship). This was their first brand campaign!

As a notoriety campaign, the objective was to improve World Vision awareness and notoriety among French people, and to make it a reference for potential donors. Among these results, we can include:

- +231% subscribers on social medias

- 89% completion rate on the digital ads

- +105% impressions on social medias

- A CTR ranging from 1,29% to 0,47% on digital ads

World Vision was founded to protect children around the world against horrors that we can’t even represent on television. The issue of this campaign was to imagine how can we show what cannot be shown in France whether for legal reasons or basic decency?