Care Nutrition: a fully funded crowdfunding campaign to fight malnutrition

How we did it

Crowdfunding for a cause is different from selling a product. Backers need to feel the problem, trust the people behind the solution and understand exactly what their money does, all within a few seconds of landing on the page. Ngital built the campaign around those three needs, with one story told the same way across the film, the page and the ads.

1. A story that starts with people

The campaign opens with a real voice: “I’ll die of hunger before I die of this virus.” From there, the story moves from the problem, with nearly half of people in Bangladesh affected by malnutrition and COVID-19 cutting off jobs and food, to the solution, a fortified lentil butter designed to WHO standards that provides complete nutrition with two sachets a day.

2. The campaign film

We produced “Nutrition With A Mission – Hashi Khushi International”, the film at the centre of the campaign. It shows the families the campaign set out to help, the product and the people behind it, and gives backers a reason to act now rather than later. The same film powered the Indiegogo page and the paid social campaigns.

3. A campaign page built to convert

We structured the Indiegogo story so each section answers the next question a backer would ask:

• Why it matters: malnutrition in Bangladesh and the impact of COVID-19 on families, children and pregnant women
• What the product is: Hashi Khushi Fortified Lentil Butter, made from roasted lentils, puffed rice, oils and milk, fortified with 23 micronutrients
• Who is behind it: the founder’s story and the mission to make nutrition affordable
• Where the food goes: distribution through partners feeding school children and supporting women survivors of trafficking
• What backers get: reward tiers from $9, which sends a three-month supply to a family, up to sponsoring a school, with taste-test packs and partner perks

The “Do Good, Eat Well” message tied it together: backers could help families in Bangladesh and try a healthy, convenient snack themselves.

4. Design and Facebook Ads

We designed the campaign visuals, product and reward graphics, and social creative for the #NutritionWithAMission and #DoGoodEatWell hashtags. Facebook and Instagram ads used the film and the mission story to reach health-conscious, active and socially minded audiences, and sent them straight to the Indiegogo page.

What made it work

• A human story first. Real voices and real families made the problem impossible to scroll past.
• A clear ask. “$9 sends a three-month supply” turned a big problem into an action anyone could take.
• Give and get. Reward tiers let backers help families and try the product, widening the audience beyond donors.
• One story everywhere. The film, page, visuals and ads all told the same story, so every touchpoint built trust.