ABOUT

Concept:
Trickle Up is a non-profit organization that empowers the world's poorest and most vulnerable people, often women in extreme conditions, to take their first steps toward financial independence and social inclusion.
We wanted to drive awareness and financial support for Trickle Up's mission.
But we needed to avoid over-explaining the technical details.
Although they are good:
Trickle Up's graduation-based program is remarkably efficient and measurably effective.
Instead, our goal was to make an immediate emotional connection between the organization and the viewer, that we hoped would drive further exploration and deeper engagement.

Execution:
In a tiny area of Chiapas, Mexico called Jocolho, a community of incredible artists abound, led by two shrewd and talented women, Julia Lopez Diaz and Maria Ruiz-Terraton. When we visited there, we quickly discovered that the skills of weaving and stitching were passed down from generation to generation, as these women would teach their daughters and the youth of their community everything they knew. However, although these women work incredibly hard, they're paid hardly anything, and that's where the Trickle Up story began. We highlighted Trickle Up's "coaches", who would come and find ways to teach these women business skills to increase their profits and awareness, two essential business elements given the beauty and intricacy of their art. Teamwork, perseverance, and the will to pay it forward were the most important aspects of the story we crafted, as these women went from struggling community members to financially savvy and inspiring businesswomen and artisans who, with greater income and reach, could give opportunity after opportunity to those they cared about most.

Results:
In a celebratory event for this work, Trickle Up raised more than $1.4M, surpassing their goal, and helping them partner with 60,000 women forging resilient pathways out of extreme poverty in the year ahead.