The children’s charity has launched a campaign centred on a short film called Saving Grace. The video tells the story of 10-year-old orphan Grace, who lives in poverty in Malawi. Grace has to forage and beg for food for her and her siblings. As a result, she can’t go to school.
Who is it aimed at?
The fact that it is an animated video suggests that it will appeal to younger audiences, and Mary’s Meals admits that it would make a good educational tool for schools. However, the charity also hopes that because it deals with some complex and heavy issues it will also engage adults.
Where did the idea come from?
The charity previously released a video called Child 31, which it says had a good impact on audiences. But it felt it needed a shorter way of delivering its message and decided that telling the story of one child’s plight would enable it to do this while still encapsulating their vision and key goals.
Why a video?
Daniel Adams, head of fundraising (UK and Ireland), says: "There’s plenty of evidence to show that video is a good way of reaching online audiences and encouraging people to share content, and we’re hoping that’s exactly what people will continue to do with Saving Grace."
Third Sector Verdict
The video is a great example of simplicity being the best way to deliver a message. The animation style is endearing and the visuals deliver a clear and engaging message. It is short and punchy enough to be shared across social media and affect the viewer in a positive way.