What is it?
Deki is a charity that connects people in the UK with entrepreneurs in Ghana, Malawi and South Sudan in Africa and enables them to lend small amounts of money to help chosen entrepreneurs develop their businesses. To encourage more people to invest, it has created a video called Brigitte, Bruno and Ben with the help of Aardman Animations, the company behind Wallace and Gromit.
The film focuses on Ben, who, instead of spending his spare £10 on a garish outfit for his dog, decides to loan it to Brigitte, a woman in Malawi who wants to buy a sewing machine for her dressmaking business. Within a year, she has repaid the loan and can support her family with the proceeds from the business. Ben then decides to lend the money to Bruno, another entrepreneur who shares his taste for loud shirts.
Why is the charity doing it?
Bryony Spooner, marketing and communications director at the charity, says Deki wanted to show how a loan of £10 could change the lives of an entire family in the developing world. "Aardman has done a wonderful job of bringing the concept alive in a simple and inspiring way that will hopefully encourage more people to change a life with a loan," she says. Because the amount of money loaned can be small, Deki hopes the campaign will appeal to a wide range of people from different age groups and backgrounds.
The charity is running a competition in which people who share the video on Facebook can win a signed drawing by Nick Park, the creator of Wallace and Gromit and one of Deki’s patrons.
How has it performed so far?
Two days after the official launch of the video, it had had more than 1,000 views on YouTube.
Third Sector verdict
Investing money might seem daunting to some potential lenders, so using a colourful, light-hearted animation is a good tactic. Focusing it on an ordinary character such as Ben will make viewers believe that this is something they could do; and, importantly, it also shows the outcomes of the money that is lent. In some ways, the campaign feels like a commercial advert, rather than a charity appeal – but this fits in with the idea that the loans are given to help someone stand on their own two feet, rather than as an act of charity.