The International Development Association (IDA) is a major source of aid for 75 low-income countries, providing essential grants and low-interest loans to improve lives and create prosperous communities. With its broad impact, IDA is crucial in addressing global challenges, from health services to clean water access. As donors prepare for the critical IDA21 replenishment amid global crises, a campaign aims to highlight that progress is impossible if millions are left behind. By building a coalition of young people, entrepreneurs, civil society, philanthropies, influencers, and celebrities worldwide, the campaign seeks to foster a positive sentiment of collective action, encouraging increased donor contributions to support IDA's essential work. However, young people are often stressed and focused on other things, making development issues seem distant and unappealing.

Brief: IDA needs to raise awareness among young people.

Observation: Young people don't perceive IDA's influence in their daily lives, even though many aspects of popular culture they enjoy today stem from IDA investments. For instance, K-Pop (BTS) achieved global popularity through IDA's support in education and creative development. Korean series and movies (Parasite, Squid Game) are worldwide hits due to IDA programs. Brazilian football (Pelé, Neymar) gained popularity with IDA backing, and Bollywood's film industry thrives with IDA's help.

Problem: Development issues in underdeveloped countries seem distant to our target audience.

Consequence of Not Addressing It: Abandoning these countries by IDA could trigger a global cultural catastrophe, plunging humanity into despair and a loss of identity.

Solution: We aim to engage young people in a way that is relevant to them and becomes part of their organic conversation.

Young people do not perceive the influence of the IDA in their daily lives. They feel these problems are distant from their daily basis.

So... we will use celebrities and main passion point sponsorships that are also part of Ida's story as the main translators to deliver the key messages and hack the organic conversation. IDA already has a fandom... If we sum up these influencer's fandoms there +3.500 MIO FANS THAT SPEAK, TYPE AND ENGAGE AROUND THE GLOBE.

Knowing that IDA's support was crucial for these talents when they were emerging, we want to be part of making it happen and join in. We are going to sign a lifetime contract and commit to sponsoring all these passion points and talents that are part of the IDA fandom, using celebrities and passion points as translators of the key messages.