“For us, it was figuring out all the elements of that encounter between ALIMA and the audience to make it more than a scroll through but an actual moment.”Today in the studio, we take a deep dive into the viral "Breath for All" campaign created by nonprofit ALIMA in partnership with Nazar Works. Neda Azarfar, Founder of Nazar Works, and ALIMA USA’s executive director Charlie Kunzer share their unique paths to working in the nonprofit sector and discuss their chance meeting that led to this groundbreaking collaboration. Listen in as they explain how thorough audience research informed the development of a viral campaign focused not only on awareness, but on creating an engaging experience. ALIMA was able to bring the global issue of lack of medical oxygen access closer to home. Tune in to learn how understanding your audience at a cultural level can result in a message that resonates and inspires action on a massive scale. ?Episode HighlightsCharlie and Neda’s path into working in the social impact space (1:00)Overview of the Breath for All campaign (9:00)Better understanding your audience + prepping for digital campaigns (14:00)How ALIMA approached marketing this campaign across all their different channels (24:00)Engaging influencers in your mission + campaigns (29:00)Measuring success + impact for digital campaigns (35:00)How to engage with the campaign + ALIMA (45:00)About Charlie Kunzer and Neda AzarfarCharlie Kunzer oversees ALIMA USA as Executive Director based in New York. She was instrumental in the opening of the ALIMA USA office and has been developing the fundraising department there since 2015. She began her career at JP Morgan Fleming Asset Management, then at the Science Museum in London before holding several development positions for more than 10 years with Doctors Without Borders USA in New York. Charlie Kunzer holds bachelor’s degrees with Honors in International Relations and Modern History from the University of Westminster, London.Neda Azarfar is the head of Nazar Works, the agency that managed the campaign strategy, creative and production, messaging, media planning and buying, and influencer engagement strategy and outreach. With a background in the start-up tech space, Neda was a key member of the team that helped relaunch Myspace as a music discovery platform in 2011. Shifting gears, she transitioned to the non-profit world in 2014, when she became the Vice President of Marketing Communications at the Recording Academy, the organization behind the GRAMMY Awards. Working at the nexus of entertainment and social good, Neda helped to pass pro-creator music legislation, launch donor communications platforms, and establish digital fundraising programs.Guest links:Neda’s LinkedIn: https://www.linkedin.com/in/neda-azarfarCharlie’s LinkedIn: https://www.linkedin.com/in/ckunzerAdditional links:ALIMA’s WebsiteWatch the Breath for All Campaign***Hosted by the brilliant team at Feathr (https://www.feathr.co/).Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.Special thanks to our producer, We Are For Good Studios, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.