Client:

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Project Sugar – a nonprofit organization with the mission of advocating the rights of underprivileged children in Vietnam, especially HIV-infected children. 

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Brief:

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Project Sugar needed money to organize abunDANCE, an annual event celebrating Children’s Day for underprivileged HIV infected children.

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Challenge:

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Apart from raising money, abunDANCE hopes to raise awareness regarding HIV issues among young people, so that we can erase discrimination and spread the message of love and compassion towards children living with HIV.

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Solution:

 

Using social media as a powerful tool, I came up with an online fundraising campaign named Ribbon of Love, which everyone could upload their photos on FB with hastag “stamp out HIV stigma” and a red ribbon, the symbol for the solidarity of HIV victims. The number of interactions on their photos would decide the amount of money donated to abunDANCE. Also, I contributed content for crowdfunding website so that people outside Vietnam could donate to the event.

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Result:

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The campaign became viral, attracting 160 participants. abunDANCE received more than 60 million VND in total.

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