Mellon Educate

Charity advertising often ends up preaching to the converted.

Mellon wanted to jolt can’t-be-bothered scrollers into school-builders across a number of deprived African countries.

So instead of focusing on lives wasted in townships, we focused on lives wasted on social feeds. Instead of talking about deprived kids we talked about deprived viewers.

And every time someone tweeted about ‘first-world problems’, we shot back in real-time with an instant reality check.