Meet Steve, Betsy and Geraldine.
The trio that star in a new online video are just a few of the 100 wild Cayman chickens that have been named and adopted as part of a fundraiser for the National Trust.
Creative agency Massive Media Ltd. launched the website chickenfoundation.com featuring its 56 second video, and invited people to name and adopt one of the wild chickens featured on the online gallery.
The agency donates money each time a chicken is named and will continue to donate 25¢ each time the website is shared on social media until the $1,000 goal is reached. So far, the project has raised almost $600, organizers said.
Massive Media’s Rich Dyer said the idea for the project was the result of “brainstorming, healthy debate or arguing,” after the agency was approached by local video production company CML TV to create a teaser campaign video free of charge.
“We wanted to come up with a different idea to promote our agency and help charity,” Mr. Dyer said.
“We each took it in turns to go out and catch chickens across the island. That’s harder than you think because chickens are very camera shy.”
Mr. Dyer said they bribed the chickens with bread to photograph 100 of them, and then came up with a different profile for each one.
“One hundred chicken personalities – that’s a real test on the creative juices,” Mr. Dyer said.
“The ChickenFoundation.com had us laughing out loud and we’d urge everyone to go and check it out and help raise the $1000,” Christina Pineda, executive director of the National Trust, said in a press release.
The Trust’s marketing coordinator Danielle Watler said they are grateful for the creative fundraising effort and will use the money for environmental programs to protect species of the Cayman Islands.
“The satirical concept is a great social media campaign to heighten awareness of the Trust and the important work we do,” Ms. Watler said.
“Funds have been raised much faster than expected and persons are encouraged to continue sharing the website and their newly named adopted chicken and help the Trust reach the goal of $1,000 …”
Massive Media’s David Kirkaldy said the agency is keen to support the local community with its second charitable project of the year, following the creation of the Six4Hospice website and branding for Derek Haines’s fundraising marathons for Cayman HospiceCare.
Visit chickenfoundation.com to see the gallery and watch the video. Donations can also be made at nationaltrust.org.ky.