FINCA
Canada

The Challenge

How do you create the connection between donating money and transforming lives all around the world?

Our Solution

Bring the Impact Home.

Take the middle men out of the messaging and go straight to the purpose: giving the incredible women of Haiti and the Democatic Republic of Congo (DRC) the opportunity to chase their dreams and create a better life for their family. The equation is simple: you donate to FINCA, women get opportunities.

We crafted a Soul Guide™ built on the impact created by opportunities for her; a campaign name that brought all of those ideas together into something succinct, beautiful, and meaningful; shaped a visual identity using FINCA’s established reputation as a foundation to showcase purpose ; a Case for Support that brought people face to face with the very same women they would be supporting; a commercial film that captured the beauty of Haiti, the soul of its people, and the power of its women; and commercial photography that gave intimate glimpses into the fabric of these creative and entrepreneurial women’s lives.

Deliverables

Soul Guide™
Name
Visual Identity
Case for Support
Film
Photography

Brand Design

The Impact of Opportunity

When FINCA Canada approached us to help unveil the soul of their yearly giving campaign to support their mission of providing microfinance loans to women entrepreneurs in the developing world, we jumped at the chance. That’s the kind of impact we thrive on at Godzspeed. As we ushered them through our Soul Guide™ process, one word kept coming back over and over again: opportunity. The incredible women of Haiti and the DRC have limitless drive and potential; they lack only the opportunity to chase their dreams. We had our big idea. The Soul Guide™ that grew out of the concept of opportunity armd FINCA with the language and design to truly share their world-changing impact.

Name

Surround HER with Opportunity

Sometimes, the perfect name for a campaign comes from countless hours of brainstorming, editing, rewriting, and meticulously crafting each and every letter. Other times, your Creative Director writes a word down on a napkin and creates art from instinct; he started writing “opportunity,” but he let his pen follow his gut towards adding the letters H-E-R in the middle. OppHERtunity. It was a eureka moment every time we shared it with someone new. The OppHERtunity Campaign was born.

Logo

Place Purpose Omnipresently

We leveraged the already well-known, respected, and recognizable FINCA brand to inspire the colour scheme for the word mark. To emphasize the impact of the campaign, we capitalized the HER; we’re doing it for these inspiring women. Even the stationery we created for FINCA puts the focus entirely on the talented, industrious, and creative women of Haiti and the DRC. We made it impossible to forget about the endless potential inside them. just waiting to be unleashed upon the world.

Print

Why should people donate their hard-earned money to FINCA? The answer is obvious: for HER. We crafted the Case for Support around these wonderful women’s stories of success, hardship, and perseverance. We showed their beautiful faces, expressive and playful, serious and thoughtful; their personalities burst through the pages. The end result was a visually stunning document that brings you into the transformational stories that FINCA helps create. Is there a better case for support than that?

Video

Don’t take our word for it: Intimate stories of HER

Above everything else, we knew the OppHERtunity campaign’s film needed to be intimate. So, we did the only logical thing: our film crew geared up and set flight to Haiti. We had to go to the actual places that these incredible women were taking opportunities and doing more with them than ever thought possible. We let them tell their stories. We captured the beauty of the countryside and the cities. We showed how FINCA is establishing democratically financial communities of women entrepreneurs who support, love, and cheer for one another. With the smallest of loans, these women are changing their lives, families, futures, and communities. Together, they are changing the world.

All it takes is a little OppHERtunity.

Watch Video

PLAY

Photography

Portraits of Opportunity

While our director was working with the crew to craft the film, he was also capturing photos of Haiti: snapshots of life for its people, the beauty of its landscapes and cities, and, of course, portraits and candid shots of the amazing women FINCA helps support. The images revealed the genuine human texture of these entrepreneurial women’s lives; they give intimate glances into who these women truly are. These powerful portraits portray powerful, intelligent, and loving women. We just acted as a conduit to let them share their stories.

FINCA’s Got Soul

FINCA International’s mission is to provide low-income people around the world the tools they need to succeed. Their programs benefit millions of people all across the world by providing economic services such as small loans or savings accounts, reaching people in remote communities using technology like mobile phones and tablets, and by providing access to life-enhancing products like solar home systems and clean cookstoves.

Conclusion

Opportunity & impact are two sides of the same coin

Our partnership with FINCA taught us a lot about the power of opportunity. It shed light on the untapped power of women in developing countries who have the drive, talent, and creativity to change the world. It was an honour to help share their stories and assist in ensuring FINCA will have the resources to create even more success stories for these incredible women in the coming years. The world is ready for change. All it takes is a little OppHERtunity.

The Ottawa Anglican Diocese

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