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Campaign · IFAD

Invest in Rural Women

Client

IFAD

Type

360° & Multimedia Campaign

Project Period

2020

Languages

English, Arabic, French, Spanish & Portuguese

About

For IFAD's #InvestingInRuralWomen campaign, we sent a team to Mozambique to find a story — and found Mariamo, a local fisherwoman who supports her family.

We spent weeks with her, filming in both 360 and 2D, and built a multimedia campaign supported by a multi-country paid media strategy on a modest budget.

A Spanish-language campaign graphic reading '360° Desarrollo Rural, Igualdad de género' over a photo of a woman carrying a basket of mangoes on her head at the beach, quoting: 'Todavía queda un largo camino por recorrer hacia la igualdad de género. Pero aún más en las zonas rurales de todo el mundo.'
A Spanish-language campaign graphic reading '360° Desarrollo Rural, Prosperidad' over a dusk photo of a woman by a fishing boat, quoting her: 'Aprendí a ganar dinero, a hacer negocios y a ahorrar para mi propio barco.'
An English-language campaign graphic reading '360° Rural Development — Mariamo's life has gone through a 360° transformation,' over a sunset photo of a woman walking along the beach.
An Arabic-language campaign graphic over a photo of women carrying baskets on their heads and fishing boats at the shoreline, reading '360° Rural Development, Empowerment.'
An English-language campaign graphic reading '360° Rural Development, Resilience — Mariamo still dreams of one day owning five boats,' over a photo of a woman walking past a boat on the beach at dusk.
A French-language campaign graphic reading 'Renforcer la résilience est au cœur de notre action,' over an aerial photo of numerous fishing boats scattered across calm water at dusk.
The Challenge

Create a 360 campaign that highlights the work of IFAD in empowering rural women, and drives traffic to the website with a modest paid media budget.

Our Solution
The campaign, by the numbers.
0K+
Link clicks driven to the website
0K
Microsite views on the campaign microsite
0K
Ad spend across the paid media strategy
A wide shoreline scene with a small crowd of people and a boat in the shallow water, framed by an empty stretch of sandy beach.
Three women stand together under shade trees, one in a white headscarf, one in teal tie-dye, and one in black, with children in the background.
A row of yellow buoys floats in shallow tidal water along an empty beach.
A person walks along the shoreline at low tide carrying buckets, their reflection visible in the wet sand.
Two wooden fishing boats sit near the shoreline as the sun sets over the ocean, with fishermen visible on board.
Two men sort a large green fishing net spread out on the sand, with a wooden canoe and treeline behind them.
A group of people and several wooden canoes gather at the water's edge on a wide sandy beach.
A woman in a pink headwrap and patterned dress leans against a weathered blue fishing boat on the beach.
A woman walks along the shoreline carrying a fish balanced on her head, her reflection visible in the wet sand, with other figures in the distance.
A woman in a purple headwrap holds a young child under a shade tree, with more children visible nearby.
A smiling woman in a blue headscarf holds a baby while two other children stand close by under the trees.
A distorted 360-degree 'tiny planet' photo showing a circle of children and adults gathered together outdoors under a bright sky.
Next

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