Threads That Give

Case Study: “Wear Empowerment” – Motion Graphic Fundraiser for Haitian Women & Girls
Client: Womenful Voice, Inc.
Project: Motion Graphic for Clothing Line Fundraiser
Project Lead: Maya Parkins, Marketing Director
Campaign Goal: Drive merchandise sales to fund critical programs supporting Haitian women and girls

Overview:
To support Womenful Voice’s mission of empowering Haitian women and girls, Maya Parkins created a dynamic motion graphic designed to promote the organization’s clothing line. The campaign was crafted to raise funds for life-changing programs that help survivors escape cycles of poverty, abuse, and systemic disempowerment. Every item sold directly supported education access, job training, and sustainable farming initiatives in Haiti.

Objective:
The primary aim of this graphic was to convert passive social media scrollers into engaged supporters through compelling visual storytelling. The video needed to inspire both action and awareness—boosting donations through merch sales while also sharing the deeper narrative behind the cause.

Strategy:
Audience Targeting: Using AI-powered tools and social media analytics, Maya Parkins identified key segments of the Haitian diaspora, socially conscious consumers, and ethical fashion supporters. Demographic targeting was fine-tuned through platform insights and interest-based data to maximize visibility among likely donors and shoppers.

Emotional Storytelling: The video included animated transitions of women planting gardens, studying, and embracing freedom—visually linking each clothing purchase to real-life impact. Subtle kinetic typography highlighted action verbs like “Empower,” “Rebuild,” and “Thrive” to anchor the viewer in the message.

Design & Branding: The motion graphic incorporated brand colors, cultural patterns, and Haitian flag elements to build identity and authenticity. Seamless integration of logo, merchandise previews, and a donation call-to-action made it both aesthetically strong and functionally effective.

Platform Optimization: The content was formatted for Instagram Reels, Facebook Video, and TikTok. Captions were included to ensure accessibility and increase retention. A/B tests on headlines and preview frames were used to refine engagement rates.

Results
Increased Engagement: The video generated a 45% increase in profile visits and a 30% boost in post shares within the first two weeks of launch.

Fundraising Impact: Merchandise sales tripled compared to the previous month, resulting in new funding for educational supplies and farming tools.

Follower Growth: The campaign attracted over 600 new followers from the Haitian-American community and social justice advocates.

Brand Awareness: The graphic was reshared by key influencers and diaspora groups, amplifying Womenful Voice’s reach and solidifying its brand as a source of empowerment.

Conclusion:
This motion graphic was more than a sales tool—it was a visual invitation to be part of a movement. By combining cultural representation, data-driven targeting, and powerful storytelling, the campaign translated awareness into action and fashion into fuel for long-term change.