This project was part of a fundraising effort to solve the malnutrition crisis in Malawi. Once the Content Producer returned from Malawi and debriefed us on the peanut butter factories, we knew we had to tell their story of resilience, ingenuity and humanity. In close collaboration with the Fundraising and Programs teams, we were tasked with developing the website, we set the parameters for the storytelling and started developing ideas — the humble peanut was selected as the hero of the story.
I created the project in ClickUp, our online project management tool, and set about creating and delegating tasks for the team, copywriting and execution, image selection, illustrations, creating peanut GIFs, website build and making up digital advertising and eDMs. To date, this project has raised more than $2.6 million for Oxfam’s work in Malawi.