CLIENT:

Communities for Development is a small charity that operates in Eastern Uganda, Bulambuli. It provides the training and support entrepreneurs in rural Uganda need to develop or save businesses and to build thriving communities. Their aim is to enable the rural community of Bulambuli to reach financial independence and build their own future.

IDEA

It’s common knowledge all around the world that “money makes money”: the rich are getting richer by investing in each other's ventures, while they ignore smaller, poor entrepreneurs. That's why people from Bulambuli, a small rural community in Eastern Uganda, who needed urgent investments, decided to hijack this well known truth by pretending to be filthy rich.

If our system encourages investing in rich people, people who already made it, then the community of Bulambuli was ready to fake it until they make it...all while singing Money Makes Money. 

The campaign was made as a cultural product, not as a traditional fundraising campaign, tapping into local/global trends, with humour at the core of it and great local creators.