Campaign: Generation RwandaClient: Generation Rwanda
WPP company: O&M Los Angeles
Generation Rwanda helps orphans and vulnerable young people in Rwanda to pursue a university education. In 2010, the organisation changed its name from ‘Orphans of Rwanda’, and approached Ogilvy LA to help rebrand the organisation.
Ogilvy LA worked pro bono to design a brand that reflects the positive potential and talent of Rwanda’s orphans, rather than focusing on their vulnerability. The work included development of a new look and feel, logo, tagline, print collateral, a new website where current students tell their stories via short video blogs, and also hosted a fundraising event in LA.
Currently 170 students are enrolled at Rwandan universities through Generation Rwanda scholarships. With the support of Ogilvy LA the fundraiser raised enough money to pay for an additional six students for a year.
Visit the site at www.generationrwanda.org