Member Showcase: Rufus Leonard
Project: Kroo Bay
Client: Save the Children
Outline Brief
The Brief
With one in four children dying before their fifth birthday, Sierra Leone is one of the toughest places in the world for a child to survive. Kroo Bay is a slum built on a rubbish dump on the banks of the ‘Crocodile River’ in Freetown, Sierra Leone. Save the Children wanted to help overcome charity donor fatigue by ‘dropping’ visitors directly into Kroo Bay, one of six slums in Freetown, Sierra Leone. By using this direct approach, the charity is seeking to provide concrete answers to the question asked most frequently by donors about 'where does my money go’?
Outline Work
The Response
Rufus Leonard designed and created a cutting-edge website that connects the user directly with children living in the Kroo Bay slum. By using Quicktime VR and Flash Panorama, an immersive brand experience is created, allowing the visitor to navigate their way around the slum, experiencing the sights and sounds and meeting individuals living in the Kroo Bay community.
The website allows families to ask the residents of Kroo Bay questions and experience what life is like for the 4,000 children living in the slum. Visitors are able to navigate around 360-degree images of the site, and catch up with the latest news from the slum through regular ‘webisodes’.
The charity aims to highlight that it is simple for families in the UK to make a difference and as the months go by, the public will be able to watch the changes their donations have made for the residents of Kroo Bay happening on their computer screens.
Unique Features
The Results
The campaign explains that saving children's lives is actually very simple. To help a child make it to their fifth birthday, it could be as easy as providing a £5 mosquito net, or £1 rehydration salts to help children recover from diarrhoea. The campaign offers seven simple solutions top save a life, each costing between £1 and £5.
Joe Barrell, Head of Communications, Save the Children: “This is just the start of a three-year campaign to save children’s lives. We will be using technology allowing families to get involved and show the world just how simple it is to save a child’s life.’
» Visit showcase website
Post to your social networking site:
