Gulmohar Maitri is an Indian non-profit organisation that is willing to improve fundraising opportunities by creating a stronger bond with prospective donors. The project presents a Digital Storytelling Model (DST) that helps organisations create profound brand-donor relationships. The model is adopted for a specific one-case campaign of Gulmohar Maitri aiming to reach national and international audiences.
Scope
The purpose of this project is to test the newly developed Digital Storytelling Model, which is grounded in empirical research and incorporates two existing storytelling theories.
Aim
This model, derived from Karl Jung's Archetype theory and Joseph Campbell's The Hero's Journey framework, outlines five essential steps for creating impactful digital stories, emphasizing the customization for social digital platforms.
Digital Storytelling Model
The Campaign
The storyline follows Sakshi, a young girl living in a rural area in the Himalayan mountains. Sakshi finds herself on a sorrowful journey as she is diagnosed with cervical cancer. Throughout her journey, Sakshi encounters various trials such as few medical possibilities, and finds allies who aid her along the way. Gulmohar Maitri, embodying the mentor archetype in the story offers crucial assistance to the protagonist by providing the "Elixir" of health.
