Social media driven campaign including innovative LIVE broadcast of cataract surgery from Malawi, Africa.
Conceived, directed & delivered multi-platform project end to end
Live broadcast of cataract operation from rural hospital, Malawi, Africa
£10 million raised to date
UK Government match funding secured
Delivered The Telegraph & Google as media partners
Our blogger outreach generated over 1,500 blogs
32 million audience reach for traditional media generated
Sightsavers commissioned us to produce a social media driven, multi-platform LIVE storytelling event to launch their ambitious £50 million fundraising campaign to deliver 1 million cataract operations across Africa and Asia by 2019.
A true 360 campaign the event unfolded across a microsite, social media, Google+ Hangouts / YouTube and press adverts, traditional media and email newsletters.
We wanted to enable the audience to walk in the footsteps of somebody with cataract as they received life-changing surgery and had their sight restored.
We invited YouTube star Doug Armstrong to join us in Malawi, Africa to present the first ever LIVE Google hangout of cataract surgery from a rural hospital.
The audience were able to watch LIVE via Google Hangouts and YouTube as Winesi March, 69, who had been blind for two years, received a life changing 7 minute cataract operation in a hospital in Malawi, Africa.
The following day YouTube star Doug Armstrong hosted the incredible moment the bandages were removed and Winesi saw his family and met his grandson for the first time.
Using the Fieldcraft Studios custom built portable TV studio, the innovative LIVE broadcasts directly connected the surgeon, health worker and patient in Malawi with the audience around the world.
Participants on the hangout and using social media channels via #SeeTheMiracle asked questions and got answers from the surgeon, health worker and patient in real time.
In the week before the LIVE surgery we produced stunning video and photography that unfolded across social media channels.
This content not only introduced the characters and set the story up for the live event it also enabled us to tell a complicated story in a simple and engaging way.
The audience met Winesi, his family and the issues facing twenty million people, mostly in developing countries, living unnecessarily with blinding cataracts.
The audience also met health worker, Madalitso Nyangulu, who travelled miles by motorbike along treacherous roads to find and refer Winesi to surgery.
They also met Dr Msukaw, one of Malawi’s few trained eye surgeons who performed the LIVE surgery, and joined him on an outreach clinic.
The strategy, as with all our projects, was to use social media, traditional media, digital ambassadors and stunning content and creative storytelling as force multipliers.
Each one feeding and fuelling the other to ensure the project reached as wide an audience as possible and drive donations from both traditional media and social media.
Fieldcraft Studios secured both the Telegraph and Google as media partners for Sightsavers which in turn (along with the creative) helped to secure UK Government match funding.
Visit Winesi and his family in their remote rural village and learn how his blindness affects him and his family. Watch as he is visited by health worker Maddalitso Nyangulu and hear from the only paediatric eye surgeon in Malawi.
David Carter - Creative direction/ filming & video editing Malawi/Chief Technical Officer
Liz Scarff - Creative direction & strategy / executive Producer
Doug Armstrong - YouTube star & live broadcast presenter
Rachel Palmer - Photography
Manus Fraser - Video editing UK
Chris Mosler - Blogger outreach
Joe Watson - Sound Production