Since 1969 the Vicente Ferrer Foundation (VFF) has worked tirelessly to improve the lives of the poor in rural India, particularly among the most marginalized populations. With the philosophy to provide "a hand up, not a handout," the organization brings tools that help communities work together toward sustainable solutions. Over the decades, VFF has empowered millions of Indians through better access to education, job skills, safe housing, critical infrastructure, health care, business loans, and other resources.

While the Vicente Ferrer Foundation is a top brand in Spain, the birthplace of its founder, VFF USA was created in 2015 in a market unfamiliar with its impressive legacy.  Facing the challenge to express nearly 50 years of outcomes to a vast audience of potential supporters, VFF sought assistance from BLOOM to create compelling content for its marketing channels. 

A key part of the content strategy was to overcome prevailing American perceptions about India, which the media and popular culture often present in bleak ways. Instead, content centered on positive narratives showing how simple solutions could empower individuals for a new future. Stories showcased how a $50 bike can help a child get to a remote school; how a micro-loan helps a widow or a disabled woman start a small business; and how a community well frees women and children to pursue jobs and education.

BLOOM was honored to come alongside this life-changing mission with the power of story-telling.