Still from the “ending ultra poverty” explainer video.
BRAC
On-location design research and donor-focused copywriting for the world’s largest NGO.
Opportunity
To activate donors and drive critical philanthropic dollars to an effective but hard-to-grasp poverty alleviation program.
Solution
Create simple explainer pieces (print and video) based on the participants’ lived experiences to show how, with support from BRAC, they were able to lift themselves out of extreme poverty. By focusing on individual stories, we created opportunities for donors to learn from, and empathize with, program participants.
My role
Copywriting, content strategy, participant observation, donor interviews.
The team
Five people. This work was completed while on the creative team Amplifier Strategies, a social impact consultancy. In addition to in-house design work, we contracted a videographer and video editor in Dhaka and San Francisco.
Process and results
Traveled to Bangladesh to learn more about BRAC’s poverty alleviation approach and visit with program staff, participants, and recent “graduates” of the Ultra-Poor Program.
Collaborated with the BRAC USA team to create a script for an animated video explaining the key elements of their Ultra-Poor Program and the "Graduation Approach" to end extreme poverty; helped produce additional video clips of participants sharing their stories in the field.
Created content strategy and copy for a collateral suite with a trifold brochure, donor guide, and other materials to bring the program to life for funders and partners.
