Donate your difference to make one
My copywriter and I entered the Gorilla Doctors competition hosted by London International Awards (LIA). The brief was to come up with a campaign that will increase donations to help the Gorilla Doctors continue the good work they are doing. We were pretty happy to win a LIA GOLD.
Our idea
Gorillas’ DNA differs from humans’ by as little as 1.62%. And it was from this insight that our idea was born: Donate your difference to make one. We asked people to donate the small sum of £1.62 to support the Gorilla Doctors and bridge the emotional gap preventing so many members of the public from connecting emotionally with these incredible animals. And as one of the world’s most respected biologists, Dr George Schaller, has said: “You can do the best science in the world but unless emotion is involved it’s not really very relevant.”.
Execution
We approached Tim Flach (after being inspired by his book Endangered) and discussed the feasibility of the project and the intended shot. Tim is a wildlife photographer known for working with endangered animals and capturing them in a manner that allows us to bridge the gap between our species more easily through his incredible use of lighting and composition. By working with Tim, we combined close-up images of a gorilla’s palm as it holds £1.62 with a bold call to action in the form of our headline: Donate your difference to make one.
