Empowering community action in Guayaquil: a product-led fundraising campaign

Overview

Led digital strategy and design efforts to support fundraising goals for a fibromyalgia conference, creating targeted experiences that engaged donors and attendees.

Outdoor Freestyle
Year: 2021

Role: Lead visual design and fundraising strategy

Team: 2 visual designer, 1 creative director

Tools: Photoshop, Illustrator, After-effects, Premier Pro, ClickUp, inDesign, WordPress CMS

Goal: Sell magnesium pills for entry and establish Katty Yoncón as leading influencer to build campaign awareness.

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+831,000 Ecuadorian citizens may be suffering from Fibromyalgia

Fibromyalgia is a chronic illness often misunderstood and stigmatized. In Ecuador, over 831,000 individuals may suffer from this condition, frequently facing skepticism and dismissal. This campaign aimed to:

  • Raise awareness about fibromyalgia’s realities.
  • Break societal stigmas associated with the disease.
  • Foster a supportive community for those affected.
  • Generate funds to support ongoing advocacy efforts.

Funding Strategy​

In order to fund the event, we used sponsors and recommended a space distribution for local vendors and medical professionals. Each sponsor was free to use their stand if they had one. The only limit was to maintain a 2×2 meter occupancy.

We also sold magnesium supplements on entry to cover the costs of rental equipments. 

Social media became our motor-house, as Katty Yoncón (a local influencer) shared her experience suffering from the disease and inviting participants thru Facebook and Instagram.

Results​

Many in the audience looked for support from their spouse (and tried to get them to understand), while others were looking to learn more about the disease and how it impacts a loved one.
 
The conference also served as a voice for patients and a temporary support group, where many in the audience expressed themselves openly without shame or ridicule. Around 320 people assisted the conference, exceeding expectations and prompting local support from the municipality of Guayaquil.

Lessons Learned​

When I originally started this project, I did not assume the interest would be so large. It’s misunderstood disease that covers every aspect of your body, from joint/bone pains to migraines and colitis.

From a design/campaign perspective, we learned:

  • Women invited their husbands so they understood their pain. Solidarity and empathy were their primary concern.
  • Men were more willing to listen to the medical professional, who detailed how to prevent flare-ups, and purchased more medicine/consults from the vendors once they had clarity on the matter. 
  • Receiving local sponsorship from the municipality gave credibility to our cause.
  • Videos were the most active form of conversion and decision-making across Facebook and Instagram.
  • People want to feel understood and relatable thru testimonials and sharing of experiences.

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