MATT PIERCE
Cart 0
 

Campaigns

A cohesive narrative with multiple entry points allows your audience to jump in where they feel most compelled. Give your viewer the joy of discovery. Create a stronger connection to your story and a greater commitment to your mission.  

 
 

we need one another  

TOGETHER WE RISE

 
Salwa Wide.png
 

project overview 

Together We Rise tells the powerful story of a diverse group of students overcoming cultural expectations - with bicycles. The campaign anchored World Bicycle Relief’s year-end fundraising efforts online and through a series of donor events in New York, Chicago and San Francisco. The campaign surpassed the organizations aggressive revenue goals while sharing a new, important story of unity in times of global discord.

 

My RolE 

When I learned about these students in Eldoret, Kenya building bridges with bicycles I advocated to share their story as part of World Bicycle Relief's largest revenue driving campaign. There were risks. This was not our central message. We had never addressed religion in our work. And the political landscape in our target markets was shaky, to say the least. After spending time with these students, in their homes and classrooms, it was clear that their powerful voices and important message would resonate with our audience - standing out amidst the noise of the holiday giving season. As with all of WBRs campaigns, I worked with our field team coordinating and overseeing filming as well as the production of the campaign videos, visuals, website, press, social media and partner outreach. Additionally, I built a 360 Virtual Reality riding experience for guests to enjoy at our campaign events and shared personal accounts from the field at a VIP storytelling session. 

 

Featured In

  • Teen Vogue
  • Pink Bike
  • GivingTuesday.org
  • Bicycle Film Festival
  • Makala Film Premier, Cambridge, England

 

SUPPORTER ResponseS 

“This is what it’s all about.” - Moonfire Media, Charleston, West Virginia

“Perfect. Just Perfect.” - Ben Bellinson, Ashland, Oregon

“Peace upon you. I am grateful for this beautiful story.” - Bakhat Ibraham, London, England

“Yes, yes, yes! Everything about this!” - Lindsay Martin, Santa Cruz, California

 

 
 

A VIDEO exploration 

MECHANICS OF MOBILITY 

 
FeaturedCampaign_Mechanics.jpg
 

Project Overview

Field mechanics are a central part of World Bicycle Relief’s sustainable model. Their stories, however, are often overshadowed. Mechanics of Mobility is an interactive video allowing the viewer to explore WBR’s mechanics program - their training and how they keep Buffalo Bicycles on the road moving people forward. Hosted on Verse, the video is filled with dynamic hotspots that, when clicked, reveal new layers of the story, including an interactive Q&A with WBRs Product Development Manager, a slideshow about the mechanics training courses and links to related content. The piece is used online and at learning events where participants can build their own Buffalo Bicycles.

 

My role

World Bicycle Relief had some incredible unused content featuring our field mechanics. We also had a gap coming up in our content calendar. When a colleague showed me the Verse platform, I knew this would be a winning way to share the mechanics' story. I worked with WBRs film partner, Pedal Born Pictures to storyboard and create a piece specifically formatted for the online platform. The result was an exciting video exploration that broke the mold for World Bicycle Relief. Adding a donate button to the campaign landing page and donation amounts tied to the field mechanics training turned this learning piece into a giving opportunity. 

 

 

featured in

  • Chicago Ideas Week Learning Labs
  • The New York Times
  • Bicycle Times

 

response

“This touched my heart & brought tears to my eyes.” - Marsha Wartell, Corpus Christi, Texas

“This is awesome in so many ways.” - Kirk Van Deraa, Chicago, Illinois  

 
 

education. safety. confidence.  

A WAY FORWARD

Angela-bike.jpg
 

Project overview

A Way Forward is a multi-media campaign highlighting how distance, dangerous routes to school and early marriage stand between young girls in rural Africa and their futures. Launched in the immediate wake of the 2016 US presidential election, this timely story told entirely through female voices, felt risky and needed. By ceasing the moment rather than shrinking away, it became World Bicycle Relief’s most successful and celebrated campaign to date  - outperforming revenue targets and social media projections.

 

my role

With this campaign, I pushed World Bicycle Relief outside of our comfort zone. Inspired by insight from WBR's co-founder, I proposed that the organization build on the proven success of telling a girl student’s story for our year-end appeal. This time, however, we would focus on the element of safety. It was a new angle - one that took time to embrace. Hearing about the prevalent fear of rape on the way to school from students, their parents and community leaders in Kakamega, Kenya, where the story was filmed, was hard to stomach. Ultimately, though we felt this was important to share. By spending extended time with the students and their families featured in the story, we learned about the daunting challenges of life in rural Kenya and the difference a reliable bicycle can make.


The result was a series of video vignettes that I wove into a six-week communication arch shared with WBR supporters, partners and media contacts. At the time, industry advisors (and some team members) advocated for a shorter video piece. I knew that a one-minute clip would not do the story justice. Instead, we went the opposite direction. Our editors and I  produced a six-minute mini doc along with six 30-60 sec social videos. Our instincts payed off. The six-minute piece was our most viewed, shared and commented on video to date. A Way Forward continues to resonate with new viewers via media features and festival audiences.  

 

Featured In

  • Global Citizen
  • The Guardian
  • Outside Magazine
  • Social Impact Awards (Finalist)
  • Upworthy
  • Vogue

 

response

“Fantastic story!” - Mei Hung, Boston, Massachusetts

“I feel this in my heart.” - Johnny Scott, Erie, Pennsylvania

“Thank you for sharing this story and supporting the girl child.” - Elizabeth Namazzi PhD, Kampala, Uganda

“Heartwarming!” - Marian Singleton Barksdale, Philadelphia, Pennsylvania

 

 
 

 The family we choose    

Tribes

TRIBES.jpeg
 

Project overview

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam ac ex nec lacus mattis tempus quis vestibulum eros. In at pulvinar quam, in placerat ligula. Sed interdum finibus justo eleifend consequat. Integer aliquet non dui in scelerisque. Mauris eu elit in justo volutpat vulputate eu eget metus. Aenean ut commodo tellus, id tempor metus.

 

PLACEMENTS + Screenings

  • Lodging and amenities
  • Meals for duration of stay
  • Open bar happy hour
  • Three lessons by certified instructors
 
 

Wheels in the field     

the Next generation

 

Project overview

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam ac ex nec lacus mattis tempus quis vestibulum eros. In at pulvinar quam, in placerat ligula. Sed interdum finibus justo eleifend consequat. Integer aliquet non dui in scelerisque. Mauris eu elit in justo volutpat vulputate eu eget metus. Aenean ut commodo tellus, id tempor metus.

 

PLACEMENTS + Screenings

  • Lodging and amenities
  • Meals for duration of stay
  • Open bar happy hour
  • Three lessons by certified instructors
 
 

The source of life 

water pressures

 
IMG_2674 2.jpg
 

Project overview

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam ac ex nec lacus mattis tempus quis vestibulum eros. In at pulvinar quam, in placerat ligula. Sed interdum finibus justo eleifend consequat. Integer aliquet non dui in scelerisque. Mauris eu elit in justo volutpat vulputate eu eget metus. Aenean ut commodo tellus, id tempor metus.

 

PLACEMENTS + Screenings

  • Lodging and amenities
  • Meals for duration of stay
  • Open bar happy hour
  • Three lessons by certified instructors
 
 

community on the move 

PALABANA

 
GBP-WBR-Zambia2014-1012.jpg
 

Project overview

Palabana: Community on the Move tells the story of a village in rural Zambia on the move with the power of bicycles. Anchored by a 3 minute video about the collective impact of mobility, the campaign also features five videos about individuals serving their community on two wheels. Originally launched as World Bicycle Relief’s year-end campaign, the materials were used for multiple years to show the long-term and cross-cutting impact of the organization’s work.

 

My Role

To shift from portraying one central hero to showing a community on the move was new and not met without some opposition. Conventional fundraising advice clearly teaches the benefits of sharing an individual’s story. World Bicycle Relief had always adhered to this practice. We felt though that it was time to show our impact on a larger scale. The result was a campaign anchored by individual stories, but equally dedicated to showing the impact of bicycles on an entire mobilized community. I oversaw the collection of video, photos and stories for this campaign over two years, working with Zambian photographer Gareth Bentley, Pedal Born Pictures and WBR field staff. Being immersed in this community for the filming helped my team to go deeper and find rich stories that grew over time.

 

PLACEMENTS + Screenings

  • Speigel Online
  • UBS Optimus Annual Employee Conference, Switzerland
  • Global Impact (featured partner)
  • Philanthropy Age  

 

response

“Amazing Video. Simple yet effective. Illustrates how bicycles build community and empower people around the world.” Caesar Castano, San Francisco, California

“Bravo!” - Joseph Connell, Chicago, Illinois

“Wonderful video.” -  Andi Fch-bienchen, Berlin, Germany

“Beautiful story about strong, hardworking people.” - Kateve AmenshieIsaac, Youtube

“Aw man. Now I’m crying.” - @koolfoolable, Youtube