26 October, 2011
The One Life Campaign represents a new approach to charity appeals. The website explains that “one of the issues with charity appeals is their hard hitting nature. Shock tactics may at times raise an individual donation, however they don’t inspire collective action.
“One Life Campaign wants to adopt a different approach. We believe that people are more likely to connect with the crisis in East Africa if they are presented with an appeal that is informative, engaging and visually interesting.
“In short, we want to create something that people want to be associated with, only then can we hope for them to share it.”
Below is the video campaign for One Life for which I wrote the music.