Good Teacher
Context
As part of its Corporate Social Responsibility strategy, Ria Money Transfer has partnered with Save the Children since 2022. The goal of this collaboration is to build brand trust and give back to the communities the company serves. And while the sponsored projects produced great results, we wanted to find a way to showcase the work in a way that honored and respected the lived experiences of the beneficiaries, teachers in under-resourced communities in Mexico City.
To bridge this gap, we proposed a documentary, focused entirely on the testimonials of two educators. We believed that if we gave them the space to talk about their journey, the story we wanted to tell would unfold naturally. And it did.
Good Teacher—an in-house production coordinated, scripted, filmed, and edited entirely by our team—led to Ria’s first industry award, garnering a gold dolphin and a black dolphin at the Cannes Corporate & TV Awards and a silver tower at the New York Festivals TV & Film Awards. The documentary also established a precedent within the company for striving for excellence, leading to two more Cannes wins the following year.
My role
Proposed creating an award-ready feature
Coordinated storyboard and script in collaboration with the team
Conducted interviews
Led the launch strategy and integrated campaign surrounding the documentary
Goal
Our goal was to strike a balance between giving visibility to our CSR efforts and honoring the lived experience of our beneficiaries. With this documentary, we were able to drive positive brand awareness while highlighting the immeasurable impact of teachers in the communities we serve.
→ Learn more about Good Teacher here.
Key Results
400k+ views and 4M impressions
The video garnered these results across LinkedIn, YouTube, Facebook, TikTok, and Instagram, as well as an average 21% retention rate—meaning over one-fifth of viewers watched the 6-minute documentary in its entirety.
3 Cannes Corporate recognitions
Gold Dolphin in the CSR category
Black Dolphin for Best Use of Emotional Appeal
Finalist Certificate for Integrated Communication
1 New York Festivals TV & Film award
Silver Tower in the CSR category
