The To India With Love: Help India Breathe Again

Benefit Concert Case Study

Strategy | Production | Design

1
Individual Donors
$ 0 M
Raised

The Challenge

The International Association of Human Values (IAHV) worked relentlessly towards supplying all essential medical equipment as well as establishing COVID Care Centers across various cities throughout India. They organized volunteers on the ground to provide relief material across the country with teams across 156 nations working day and night to raise funds to source relief material, medical equipment and provide consultations with doctors on call. 

To raise awareness and resources to support their effort, they called on We & Goliath to produce an online campaign culmination in a livestream benefit concert to support their relief efforts.

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Our Solution

The world cannot be set free of COVID-19 till each country, big or small, has overcome this pandemic. We live in an inter-connected world. Hence, a country of 1.3 billion people battling against COVID-19 is a global issue. The Delta variant hit India fast and hard, causing devastating oxygen shortages and daily loss of life. IAHV and their partner nonprofit Art of Living Foundation had a national volunteer network around India who had already been providing supplies through the first wave of COVID, and was ready to quickly ramp up as the second wave hit.

Objectives: 
☑ Raise funds through multi-channel outreach for a building trust with new and past donors 
☑ Bring on musicians and promotional partners
☑ Raise awareness of not just the need, which was quickly all over the news, but of an on-the-ground volunteer-driven solution from

They asked us to scale up their online awareness campaign to reach thousands of people around the world who care about the people of India, and give them a chance to help that would make an immediate impact, procuring Oxygen Concentrators in just 4-5 days due to existing supply chains.

The Results

IAHV & The Art of Living Foundation’s extensive national network of volunteers across India enabled them to provide millions of meals, ration kits, beds, PPE equipment and telemedicine support to those in need, along with delivering crucial oxygen in partnership with state and district governments. This is in addition to MUCH more that was done throughout 2020 before our part of the campaign.

Oxygen
☑ 3,000+ oxygen concentrators 
☑ 100 ventilators
☑ 25,000 oximeters

Doctors on Call
☑ 24×7 telemedicine phone support line with 5600+ doctors on call 

Covid Care Centers
☑ 4 COVID care facilities set up: Delhi, Pune, Orissa, Hyderabad (150-200 beds each) 

Personal Protective Equipment
☑ 2 million N-95 masks shipped from Singapore
☑ Country-wide COVID Care Protocol Programs to empower people to fight the virus and stay healthy 100,000 PPE

Aid for Daily Wage Workers
☑ Reactivating distribution of essential items and food supplies reaching over 20 Million kits/meals distributed across every state in India

The Corporate Pledge reached major donors at a suggested contribution level of $70,000 including Google, Pfizer, Barclays, Give India, and BNY Melon

The benefit concert was livestreamed on over 8 channels including two pages with over 2M followers each. The world-famous Black Eyed Peas were generous enough to record a custom music video and message of support just for the event! 

6,141 individual donors (3,426 on Facebook and 2715 on Network for Good) along with corporate donors headed the call.

A total of $1.6M was raised throughout the campaign enabling incredible results from second-wave (Delta) relief efforts.

Musician Outreach

Secured three very popular India-inspired musicians: MC Yogi, Deva Premal & Miten as performers to help flesh out the lineup alongside Black Eyed Peas.

Partner Outreach

Security promotional partner with 2M+ Facebook followers to post in advance and co-host the livestream.

Live-produced Benefit Concert

Included custom animated intro, b-roll footage of campaign updates, animated lower-thirds for live MC’s and artists and was multi-streamed out to over 10 social media channels of musicians and partners.

Campaign Microsite

Designed a multipage website to support the overall campaign, corporate pledge, and benefit concert.

Promotional Materials

Animated Event Promo Video, Fundraising Campaign Video, Event Logo, Eflyer & Social Media Images to encourage attendance & sponsorship.

Services Provided

01Musician Outreach

02Partner Outreach

03Live-produced Benefit Concert

04Campaign Microsite

05Promotional Materials

Landing Page

We designed and built a donor conversion-optimized livestream event page that welcomed and engaged visitors in a premium, branded experience, with a single focused call to action.

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