Joy for Nepal
Restarting Lives in Nepal by Seeing the Bigger Picture and Recognizing Our Shared Humanity
Background On April 25, 2015, a 7.8 earthquake stroke Nepal, killing over 8,000 people and destroying thousands of communities and towns. Everest Base Camp was swept by a quake-triggered avalanche, which eventually killed the largest number of climbers in recent years. High-altitude climber Alex Gavan survived the avalanche and was the first who communicated through Twitter the situation in the Base Camp. With strong emotional ties with Nepal, Alex Gavan intended to contribute to the country’s reconstruction through a humanitarian campaign meant to support rebuilding communities in Nepal.
The main challenge was starting the project from nothing, with no logistics in place for fundraising and a complete lack of kick-start financing. Launching the campaign immediately after the quake proved to be a challenge as well, with Alex being stuck in Nepal in the aftermath. Furthermore, public awareness about the Nepal disaster was low in Romania, generating the risk that people would not respond to a humanitarian appeal.
OMA Vision’s tactical approach was to launch a campaign built on positive emotions and the cross-cultural bond between people from Romania and Nepal – the joy of living and of generosity. Steering clear of the poor-nography guilt techniques much too often used by large organizations in their fundraising projects, the Joy4Nepal campaign was focused on the reconstruction of local remote communities and grounded on the essential human joy of giving and of doing good deeds. The campaign unfolded in transparency and responsibility, developing strategic and credible partnerships, both in Nepal and at home, with no administrative costs whatsoever.
The campaign exceeded its 100,000EUR fundraising objective in less than three months, generating waves of empathy, generosity, and involvement.
OMA Vision received the Gold Award for Excellence in Communication for NGOs and Civil society at the 2015 Romanian PR Awards Gala.