Ugandan villagers made a hip-hop video to attract investment in their community

Charity campaigns about the developing world have traditionally focused in on deprivation and suffering to garner viewers' sympathy, but a new campaign from NGO Communities for Development takes a different approach. Instead, the charity got residents of a Ugandan village to star in a hip-hop style music video demonstrating their entrepreneurial spirit to persuade donors to "invest" in their community.

The campaign, created by agency DUDE London with support from Third City PR, is based on the idea that it’s often harder for those with nothing to make money and get on in life, and that "money makes money." So, in the video, the villagers of Bulambuli are seen creating fake bling, flashy cars and even a helicopter out of recycled materials like straws, plastic bottles and cardboard. Viewers are directed to a donation page.

The idea is synonymous with the charity’s purpose of providing training courses in business and finance, helping start-up ideas and general small business advice and support. "The area where we operate often struggles with droughts, floods and COVID-19 is not making it any easier for our local entrepreneurs," said Pilar Tejon, Trustee of Communities for Development, in a statement. "But we have always tried to show the positive side of things, and introduce the members of our community in a positive, cheerful way. We hope many people will donate because, as Byg Ben, the rapper from Bulambuli says in the video, 'Your money makes money.'"

The video was fully Ugandan-produced. It was directed by Ugandan features director and founder of the Wakaliwood action film studio Isaac Nabwana , and DUDE commissioned Ugandan rap artists Byg Ben Sukuya, MC Yallah and Jorah MC to create and record the songs. As it's important that the song is a hit in Uganda too, the song contains a mixture of English, Luganda (the majority language of Uganda) and Lugisu, the local dialect of Bulambuli.