Virgin Unite

Virgin Unite wanted to use video to deliver a powerful message which would raise awareness of fistula – a devastating post-natal condition which affects thousands of women in Africa each year. Red Ant Exposure was tasked with interviewing ambassador Natalie Imbruglia, and editing the film for a global audience.

Concept:

Using all the entrepreneurial energy across the Virgin Group, Virgin Unite brings people together to tackle tough social and environmental problems – it is business as a force for good.

One of Virgin Unite’s best supported and most well-received campaigns, which formed part of International Women’s Day, focused on raising awareness of fistula – a devastating post-natal condition which affects thousands of women in Africa each year.

Creation:

Alex Estrella, MD of Red Ant Exposure, interviewed ambassador Natalie Imbruglia and edited the film. The viral was used on YouTube, virginunite.com and virgin.com, and the video also appeared on MarieClaire.co.uk, Handbag.com, t5M and the Brand Channel, and was distributed globally by The United Nations Population Fund (UNFPA).

The overall results for the campaign – which included an interview with Estelle on SBTV – were impressive:

• It received over 2.5 million views
• Over 388 mentions of Virgin Unite
• 400% increase in comments on Facebook