Million Miracles – Live storytelling event to launch £50 million flagship fundraising campaign
32 million audience reach across television and newspapers
£10 million fundraised
Live broadcast from Malawi
Google and The Telegraph as media partners
#SeetheMiracle – Innovative Storytelling
Sightsavers commissioned us to devise a launch campaign for their ambitious £50 million fundraising campaign to deliver 1 million cataract operations across Africa and Asia by 2019.
Our aim was to enable the audience to walk in the shoes of somebody with cataract and bring them closer to the story in order to understand both life without sight, and how a simple seven-minute operation can radically change lives.
This project utilised all our skills across social media, public relations and innovative use of technology and marketing.
An audacious idea
Our concept was to produce two LIVE broadcasts. The first, a cataract operation from a rural hospital in Malawi, Africa.
A day later, in a second broadcast, the audience would witness LIVE the heart-stopping moment the bandages are removed and sight is restored.
This storytelling was designed to drive online engagement, generate media headlines and excite potential media partners.
To support the LIVE event we produced stunning content to populate social media channels as well as fulfil the charity’s direct marketing needs.
In order to increase our audience, we recruited a well-known YouTuber to join us in Malawi and host the live operation and the bandage reveal.
Finding the perfect case study in Malawi to drive the story was vital.
With years of experience producing stories for national newspapers, magazines and television we know how to find the right characters and craft a story that an audience can connect with.
We were looking for somebody who had been blind due to cataract for a few years. Somebody who would see a family member for the first time once their sight was restored – we knew this would drive media headlines.
We found Winesi March, he had been blind for two years due to cataract and had never seen his granddaughter Luka.
Newspaper coverage reached 32.6 millionMedia Strategy
Crafting a narrative
In the week before the LIVE surgery we produced stunning film and photography that unfolded across social media channels.
This content not only introduced the characters and set the scene for the live event it also enabled us to tell a complicated story in a simple and engaging way.
The audience met Winesi and his family and learnt about 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 for surgery.
And Dr Msukaw, one of Malawi’s few trained eye surgeons, who performed the surgery live.
Fieldcraft Studios delivered Google and The Telegraph as media partners.Strategic partners
By bringing The Telegraph and Google on board this in turn secured UK Government match funding for the project.
We have years of experience working in remote and hostile environments. For this project Fieldcraft Studios custom built a portable TV studio that we could easily set-up and broadcast via satellite from a rural clinic.
Using social media as a key storytelling tool
The strategy, as with all our projects, was to use social media, traditional media, digital ambassadors, 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 and digital media.
Celebrities such as Stephen Fry and Zoe Wannamaker shared the films across social media and our influencer outreach strategy resulted in over 1,500 blogs.
Our influencer outreach connected with over 1,500 bloggers who blogged about the campaign.Influencer engagement
The results were sensational. With media coverage reaching over 32million people the project raised £10million – smashing all expectations.