This video is based on kinetic type with an uncluttered style, which is quite new in nonprofit communication. The video is well structured; convincing people by facts and numbers that they can help UNITAID to fight three of the worst diseases in the world: Malaria, Tuberculosis and HIV/AIDS by a simple and easy individual act.
This solution is to propose an innovating answer to raise funds; choosing everyone instead of some affluent people. We can compare this to the « butterfly effect » in popular culture: a minor action can have a large impact, especially when there is millions of minor actions to reach a same goal.
To promote this deed they are using a new way of donation, already seen in Haiti’s fundraising campaign organized by the American Red Cross. It is lauding the implementation of this action in our daily acts: easy, simple, fast and not expensive. It seems to be an interesting evolution of fundraising communication, maybe more adapted to our new way of life and probably to the new economic context.