We Built the Town

Agency: Don't Panic


Tearfund is a Christian charity that tackles poverty through sustainable development, responding to disasters, and challenging injustice. Tearfund's core belief is that there is a possible end to extreme poverty. With over 50 years of experience within international development, the structure of the charity and its methods of approach within a community are unique within its field. Believing that everyone should be given the tools to make impactful changes to their lives, Tearfund teaches and trains the local community so that they can build their own infrastructure.

2023 marks the first time in Tearfund’s existence where they’ve been able to quantify their approach and show its financial value. For every £1 that is donated, £28 of social value is generated; this is over six times more than traditionally expected, the usual output is at least three to four times the initial input, which is the benchmark for deeming a programme successful and deserving continued financial investment.

Drawing inspiration from the organisation’s unique approach - to teach, creative agency Don’t Panic flipped the traditional charitable appeal on its head. The voice over and film begin as we’ve seen a million other times in these charitable TVC’s; telling the viewer about the community on screen. In ‘We Built the Town’, the community takes matters into their own hands and breaks the fourth wall, the conceptual barrier between those acting and those receiving; they begin to talk directly to the audience, pointing out the British voice overs' mistakes. The voice over doubles down and tries to get something right, before finally giving up and handing the narration of the film over to the community, allowing them to tell their own stories.

This professional campaign titled 'We Built the Town' was published in United Kingdom in March, 2023. It was created for the brand: Tearfund, by ad agency: Don't Panic. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 1 year ago.


CLIENT // Tearfund @tearfund
Global Director of Fundraising // Jane Pleace
Head of Church & Supporter Engagement // Graeme McMeekin
Head of Acquisition // Rachel Burnet
Acquisition Team Leader// Jon Ackroyd
Head of Project Management // Hannah Toms
Project Manager // Hannah Millbank
Project Manager // Kirsten Larsen
Deputy Head of Media // Ann Hallam
Senior Media Officer // Sam Perriman

AGENCY // Don’t Panic @dontpanicldn
Founder // Joe Wade
Creative Partner // Rick Dodds
Client Partner // Jane Marshall
Strategy & Engagement Partner // Ellie Moore
Head of Client Services // Georgia Williams
Executive Producer // Jennifer Clare Houlihan
Creatives // Georgia Stephenson & Rick Dodds
Senior Account Manager // Alex Tilley
Junior Producer // Ani Bosco

MEDIA // The Kite Factory
Head of Charity // Caroline Dolan
Digital Account Manager // Alice Stapleton
Investment Account Manager // Francesca Elton

Production Company // Friend London
Director // Dawitt NM
Executive Producer // Danny Herman
Producer // Manoela Chiabai
DOP// Shaka Agina
VO // Joseph Quinn

Fixer Company // Ginger Ink
Executive Producer // Guy Wilson
Producer // Nina Bola
Production Coordinator // Tina Kabuthu
Production Fixer // Ayubu Kasasa
Fixer Assistant & BTS Operator // Marcel Kahigiso
Sound Recordist // Edna Bonareri
Focus Puller // Rogers Gold
1st Assistant Director // Kimunya Kihara
Gaffer // Paul Atoni
Key Grip // Ken Omutimba
Drone Operator // Alvin Kibet

POST PRODUCTION: Electric Theatre Collective
Colourist // Connor Coolbear
Colour Producer // Olivia Jessop

EDIT: Marshall Street Editors
Editor // Toby Conway-Hughes
Edit Assist // Rebecca Spaven
Head of Production // SJ O’Mara

SOUND: Factory
Sound Engineer // Harry Boyce
Senior Audio Producer // Beth Massey

Café Versailles


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.