IDA or International Development Fund is the best investment for our future. First and foremost this is the message we want to get across. IDA has been successful in helping recipient countries for the past 6 decades, but we’ve come to a critical point in time.

With Covid crisis, and other challenges in the world currently it is essential to grow the donor replenishments in 2024. IDA did not position itself as a product or brand for youngsters before, but now it has become strategically critical. Why? Because young people are the ones who are going to vote ( mind you 60+ countries will be voting this year, an unprecedented electoral year in the world), and we need these young people to be advocates of IDA.

This is why we need to raise awareness about IDA’s activities, its past success cases, its current activities and their future projects so young people realize that IDA really is the best investment in their future, especially when everything is so uncertain in the world in 2024, we can make this message a truth to advocate for.

TBC, is a leading technological company in Georgia providing various services/products within their ecosystem. Their flagman app - Mobilebanking. With over 1.5 million users daily it is an immense source of traffic that can be used to the advantage of important causes. With great power comes great responsibility, so this is why it is important to use this traffic and the engagement that apps can generate, to help causes like raising awareness about IDA.

We started thinking about a basic human insight that would unify a global diverse community:

influencers

Opinion leaders

Entrepreneurs

Etc

Which is, that people want to belong to a community - and once they are part of it they love to show it off. Wearing a cross for example, is a way to align to chirstian religion.

Idea

We decided to use the mobile banking app and all its traffic to drive engagement to the cause, which is to raise awareness about IDA and make people advocates.