The reframe
Co-creating a place.
A transparent crowdfunding structure on a public platform — every donor sees their contribution and the collective progress, live.
Project Details
Category
Social
Date
2022
Project Brief
Read and Play at Vaghuhas is a fundraising campaign created by Davel Creative Agency with the community of Vaghuhas, the second largest village in the Martakert district of Artsakh, to build the children’s playground and library the village had never had.
Three wars in twenty-five years had destroyed the village’s infrastructure, and children make up about a third of its population. The inhabitants opened a fundraiser on the reArmenia platform, and the campaign had sixty days to close it. The strategy ruled out pity — nothing wretched, beggarly or depressing was allowed. A production crew flew to Artsakh to film the children who had already begun rebuilding their own village, and prospective donors were invited to join a win already in motion rather than to rescue anyone.
Trust was built in the open. The fundraiser was carried by most national media outlets, including Armenian Public Television and Radio; the diaspora was reached through community groups, pages and influencer marketing, with well-known veterans, actors, singers and models endorsing the campaign; and a parallel book drive placed QR-coded donation boxes in the capital’s leading bookstores, backed by email retargeting of existing contributors.
The goal was met in full — 7,663,462 AMD raised from more than a thousand donors, over a thousand books collected, and two further fundings pledged by contributors: a new television for the school’s chemistry lab and a new science lab for the community.
Credits
Creative Director: Elen Gasparyan
Agency: Davel Creative Agency
