KPO:
Bring Zack Back.
There are over 75,000 spinal cord injury cases in Kenya , but not one rehabilitation centre. To raise money to build one, we sent a paraplegic from Kenya, 4000 kms to South Africa. Shot in the back in 2004, Zack undertook this journey, not by plane, coach or car, but in his wheelchair. And he was to return only when we had raised enough to build the rehabilitation centre. The campaign asked for donations to Bring Zack Back Home. The more they donated, the sooner Zack could come home.
Integration
with Integrity.
The campaign, although briefed as a request for a traditional TVC, we came up with the thought “what if we did this for real?”. This allowed us to make so much more impact through earned media. Thousands followed Zack’s journey on Facebook, Twitter and on the campaign website. His story featured on major national and international news channels.
Zack Went Global.
Zack’s epic journey caught the imagination of the world and inspired a whole nation. Articles appeared in the New York Times, the Observer and the Guardian, with television coverage on the BBC, Aljazeera and Africa’s InFocus. It even encouraged the Prime Minister’s wife to join him on the journey. Moved by his struggles, Kenyan’s donated and brought Zack Back even before he reached the country’s borders.
Groundbreaking.
The campaign’s success led to the first soil turned on the KPO Spinal Injury Rehabilitation Centre just a few year later. An incredible result to such a worthy cause and testament to the resilience of Zack and the backbone of the team who fought to ensure the story didn't end when the cameras stopped rolling. Proof that a powerful human story, when nurtured and protected, can be worth its weight in concrete and steel.
