AFYA Foundation, a first mover in health-related crises to amplify measurable impact, rapidly expedites much needed medical supplies and materials to global areas in times of disaster, advances strategic and educational outreach and creates effective medical protocols to ensure a positive impact on the health of people in developing countries, have partnered with award-winning advertising agency, StrawberryFrog, and world-famous director, Indrani, to raise awareness and much-needed philanthropic investment to support health workers in Sierra Leone, combat the spread of deadly Ebola outbreak, while preventing further outbreak on U.S. soil.
âTogether, the esteemed team has created a compelling video to become the driving force behind the campaign they hope will driveindividuals, corporations and foundations to take action steps towards the end of this deadly virus. Recently, a fundraising campaign was launched on Fundly to make it easier to accept donations: https://fundly.com/stop-ebola-spread-in-africa.
When Afya Foundationâs executive director, Danielle Butin, was asked why helping countries outside of the U.S. is important, she responded by saying, âMany of the illnesses that are now affecting ourown medically advanced community, originate in areas with very little to access to the simple supplies necessary to prevent the spread of diseases such as Ebola. Doing our part to aid these countries would mean keeping the diseases well-contained.â
The video was developed in close collaboration between Danielle Butin of Afya, Scott Goodson of StrawberryFrog, and the director Indrani, and was written by Kelly Beck and Scott Goodson. "This film is intended to be a powerful message in what feels like a voice in the wilderness, offering hope and something for people to do now to help stop Ebola in West Africa where critical care items are urgently in need," says Goodson.
The project is lucky to have landed such a talented director dedicated to supporting this humanitarian cause, who is known for her work with Beyoncé and Lady Gaga. Indrani said, "When in the midst of a fashion commercial, Scott turned to me with "Can you create a spot in three days to support Afya's work against Ebola?" I didn't hesitate: we need urgent action now! Producer GK Reid and I were thrilled to jump in to help Afya support those who are risking their lives to protect us all. Scott and StrawberryFrog create brilliant campaigns starting cultural movements, and that's exactly what's needed here, to motivate people to turn their fears into action to help make a difference. Though we usually work with celebrities and brands, we were happy to shoot with our friends and family as actors and production team, to create a spot that reminds us all that beyond the statistics are really people that we can save."
The CDC is estimating 1 million people will die from the disease in six months unless we cease transmission. The statistic makes prevention at the source of the disease, as well as increased protocols here in the United States, among our best lines of defense.
âThe deadly virus is spread from human contact through the exchange of bodily fluids. Sweat, blood, and saliva are all carriers of the disease. Prevention is the key element of protection, and if proper precautions arenât taken before, during and after contact with an infected person, the disease can be easily spread.
Category: Education
Client: Afya Foundation
Agency: StrawberryFrog (New York)
Country: United States of America
Director: Indrani
Executive Creative Director: Scott Goodson
Copywriter: Kelly Beck
CD/Copywriter: Scott Goodson
Producer: GK
Editor: Evan Newman