WellDone International
WellDone Celebration Campaign / 2011 Judges’ Choice + First Place : Health & Welfare
The WellDone Celebration Campaign was created to promote sustainable water awareness & solutions in remote villages in Africa and here at home in the US. by supporing successful, on-the-ground non-profit partners who work with local communities and by creating ground-breaking fund-raising and awareness solutions that the internet generation/audience can participate in.
The WellDone International team came back from Malawi last September, after helping local groups and villages install wells that they dug themselves. Although their lives were hard, they worked even harder at taking charge of their own futures. They did not want saving, they wanted partnerships, and more importantly, they wanted people to celebrate their achievements with them. WellDone came back to apply that perspective of equality, investment, DIY-spirit and celebration to its own brand and operations: Life’s hard. Celebrate harder. Celebrate water.
WellDone Celebration collateral illustrated the visual math of local donors providing specific parts needed to complete a well. Large portrait and landscape posters created an overall immersive experience. Get a Well Soon cards encouraged contributors to share a message and connect with the village they partner with.
WellDone Bricks and Water for Water posters encourage people to take action at home and abroad.
Event collateral continued the brand messaging while the WellDone Artist Series’ t-shirts and bags encourage artist to interpret water in their own way.
People reacted to the genuine smiles in the WellDone imagery and posters with their own smiles. They responded to the message of how remote villagers in Africa were digging their own wells, by wishing them well by signing Get-A-Well Soon cards, and purchasing parts to top off the wells on the “gift registry” FutureBuilding.org. They spread the word of the lasting success of these DIY-wells and the lasting feeling of celebration with their friends and social network.
The WellDone rebranding and investment in online experiences/transactions increased audience participation, positive awareness and support. The effect of the cause is separated into two as two events were executed with the collateral.
The onsite fundraising campaign at Red Rock Coffee raised enough to fund 20 wells is less than 7 weeks for a total of $7000. The purpose of the WellDone Celebration event was to share the new collateral with the local community—over 250 people attended with incredible positive feedback from attendees.
WellDone’s entry is a renewed reflection of what WellDone has learned from working alongside villagers in Africa. A positive message of working together, investing in one another and treating each other as equals starts with a smile and a scrappy heart in face of that challenge.
do-gooders:
Creative Director / Peter Hong
Art Director / James Buyayo
Designers / Michelle Brook, Katy Liao and Josh To
Illustrators / Tucker Nichols and Madandros (Ragnar Már and Katla Rós)
Photographers / Drew Yoon and Matthew Lee
