Trócaire, the Irish overseas development agency, has launched its annual Lenten appeal with a dramatic new ad campaign that highlights the impact of its work with families in developing countries.
Building on Trócaire’s highly successful ‘Until Love Conquers Fear’ platform launched in 2017, “The Search” tells the story of a young girl, Dawa who, when her parents die, is forced to leave her village and try to survive on the streets of the big city. A caring neighbour, with the help of Trócaire donations and initiatives, comes to the city in search of Dawa and eventually brings her home.
The campaign was developed by a team led by Gwen Dempsey, director of fundraising and marketing at Trócaire and Mike Garner, Ogilvy & Mather.
The TV commercial, directed by Brian O’Malley of Red Rage and produced by Gary Moore, is a powerful and highly cinematic piece of drama featuring a song called ‘Don’t Panic’ performed by American Indie Pop singer Clairity. The song was originally written by Coldplay, who generously provided the usage rights of the song to Trócaire for this campaign.
The television ad will be aired on all Irish stations, including Channel 4 in Northern Ireland. A radio version of the commercial will air on national and regional stations.
Mike Garner, Ogilvy & Mather said: “The Search tells the emotional, powerful and dramatic story of Dawa, a young girl forced to leave her village when her parents die. We wanted to encapsulate Trócaire’s message of love conquering fear, through Dawa’s story. Firstly, through the fear and danger that she faced in leaving her village for the big city, followed by the love of her neighbour who, through Trócaire’s help, manages to track her down and bring her home.”
According to Gwen Dempsey, Trócaire: “We are delighted with our new advertisement, ‘The Search’. We believe it embodies the spirit of Trócaire and our annual Lenten campaign. It is through the generosity of the Irish people, year-after-year, that provides us with the resources to change lives for the better in some of the world’s most poverty-stricken areas.”
The ad was directed by Brian O’Malley whose second feature film ‘The Lodgers’ has just received its world premiere at the Toronto International Film Festival 2017, where it was in Official Selection.
The commercial was shot by Mannie Ferrera, who works extensively with director Neill Blomkamp on many of his movies including blockbusters such as District 9. The voiceover was provided by Barry McGovern, famous on stage for his performances of Beckett as well as screen performances in everything from Braveheart to Game of Thrones. The stylist was Julita de Wet.