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Azira Youth Foundation
CHALLENGE
The main challenge was to figure out how to compel potential donors to give to the cause when there are so many deserving causes. The founder had a great story but without a compelling brand messaging and a polished look, it was hard to be taken seriously, nevermind get people to trust them enough with their hard earned money– regardless of how worthy we believed the cause to be.
INSIGHT
Micheal Azira, a former professional soccer player with multiple caps representing his country was once one of the children he is trying to help. Thanks to the love and generosity of a benefactor, he was afforded opportunities that helped him fulfill his dreams. When Micheal asked his benefactor how he could repay him, he simply said Pay it Forward.
SOLUTION
We realize that this story has a Universal resonance. No one is truly self-made. Micheal’s story was about standing on the shoulders of past generations and being afforded opportunities by people whose love, care and support could only be repaid by paying it forward– parents, mentors, caregivers and even strangers. We crafted a campaign around this idea: THE HIGHEST FORM OF GRATITUDE IS TO PAY IT FORWARD. Then we brought it to live through a brand new website and various other touchpoints.
WORK
The Azira Micheal Youth Foundation was born as an expression of gratitude to someone whose unconditional love and support could only be repaid by paying it forward. Our mission is to give children in Uganda access to education, nutrition and character development. But we can’t do it without you. So we hope you will consider volunteering or making a donation today. If not for the children of Uganda, do it for all you are grateful for, or in the name of the parent, friend, mentor or even the stranger whose kindness, generosity, or support changed the entire trajectory of your life. Do it for the people who invested time, money and love so you can become the best version of yourself. The ones who believed in you long before you believed in yourself. Those who showed you a love so powerful and so unconditional that it scared you at first because you didn’t know that you were worthy of it or that such love even existed. If, like Micheal, you have ever been on the receiving end of such unconditional love, kindness or generosity, show your gratitude by paying it forward. Whatever your story, or your reason for giving, you have the power to change a kid’s life today.
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