Brief

Introduce YCare to a younger generation while recruiting supporters to a regular giving scheme.

Creative

Don’t think big, think micro. By highlighting how something small, such as giving young people access to certain tools and training now, can help them change their own lives the lives around them forever, we showed how our audience can help end poverty, one young person at a time.

Challenge: World issues are huge, unending and scary. People don’t feel like they have the power to help. We overcame this by telling stories that proved how a tiny gesture can lead to a huge and lasting positive impact.

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