INSPIRE Shot It

VIDEO II Who says an NGO brand has to be boring? Development communications can sometimes get lost in reports, acronyms and predictable appeals. @GiveDirectly offers a compelling alternative that includes a clear name, a bold proposition and a willingness to challenge how aid works. Give cash directly and trust people to decide what they do with it. Fast Company I @FastCompany included GiveDirectly among its most innovative nonprofits of 2026. The Financial Times I @FT has also explored its model within a wider shift toward philanthropy that gives recipients (the cash beneficiaries) greater decision-making power. That is business unusual. The organisation’s distinctive identity comes from how it operates and how it communicates. In Rwanda, #AcceleratingChange is a campaign @GiveDirectlyRw (marshalled by Gloria Ngabire I @NgabireGloria) that brings that identity to life by celebrating ten years of delivering more than $150 million since 2016. It recognises recipients’ choices, the people supporting the work and the ambition to help more families build the futures they choose. That makes it a cool campaign with substance. It gives a serious development story energy and personality while keeping recipients at its heart. In this video, celebrated social change actor and creative lead Nkusi Arthur I @ArthurNkusi of Arthur Nation I @ArthurNation_ anchors this story to wider audiences. Watch the video and learn how GiveDirectly is breaking the mould. #AcceleratingChange #GD10 #GiveDirectly #BrandStrategy #DevelopmentCommunications