July 25 was the anniversary of Humanae Vitae, a document by Pope Paul VI that laid out the Church’s vision and teaching of marriage. This year the anniversary kicked off the start of NFP (Natural Family Planning) awareness week. The Couple to Couple League International (CCLI) wanted to lead the charge in awareness while also raising money to continue their work.
Increase awareness of Humanae Vitae and Couple to Couple League.
Receive $30,000 in donations to take full advantage of a matching fund ($60,000 total).
When seeing these goals we set our target audience to those practicing Natural Family planning, in childbearing age. But we wanted to make sure that the video had the appeal that this initial target audience would want to share out to their further audiences.
We began to brainstorm on what would speak to not only those already sold on NFP but also to those curious or just learning.
After toying with several ideas we landed on this idea to take us through the history of unpacking Humanae Vitae through the years since the release of the document. Using the audio from thought leaders during the past 4 decades, we sought to share the joy of marriage.
For the visuals we wanted a simple metaphor to show the ups and downs of a growing family. We used the dinner table as we saw the nourishment of the family relating to the banquet of a joyful marriage.
This video went along with a larger campaign for the week of guest bloggers and other testimonials that gave viewers the ability to dig deeper once they showed interest.
GOAL 2 RESULTS:
In The First Day
Raised in a Week
By the end of Giving Day itself, CCLI had just under $20,000 in donations. By the end of the week, CCLI received $34,366! Add to that the $30,000 dollar matching grant for a total NFP awareness week that raised $64,366 to continue their important work.
“This has been a huge success, and a big part of that is the creativity and wisdom of your team in creating a video unlike what we first envisioned. I get so stoked when I’m working on something that feels God-led, and this is a prime example. Thanks for bringing the gifts God has given you into your work. It has blessed our mission yet again, and I imagine it won’t be the last time.”
Director of Communications; CCLI
BEHIND THE SCENES:
We then found a location that would be conducive to a large table. We went out picked up all of our food and started on a long day of preparing meals and setting tables.