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Chain of Not Good video launch

Press release   •   Jan 16, 2014 14:18 GMT

The light-hearted three minute movie has a starring role for Peruvian alpaca farmer Ravalina Tijeras Salas, her friends and her family.

The campaign promotes the positive work of the Innocent Foundation, which helps fund some of Practical Action’s projects in Peru and Bangladesh and has directly benefitted Ravalina and her community.

It is available for viewing and sharing on the Innocent Foundation’s website, on Youtube and via the Practical Action website.

It is a humorous tale with a serious message about what would happen if Practical Action was no longer able to help poor people. The concept is based around 'The Chain of Good': when doing something pleasant (like treating yourself to a healthy innocent smoothie) starts a little chain reaction of more good things.

By doing yourself some good, you also help improve other people’s lives, which makes you feel good all over again. In the Practical Action version of the film, you see that if The Chain of Good is broken, i.e. you don’t choose an innocent smoothie, a sequence of negative consequences happens to Ravalina, a Peruvian alpaca farmer, her family and her community.

Practical Action head of communications Sara-Jane Brown said: “Innocent’s charity arm, the Innocent Foundation has been investing in some of our projects across Peru and Bangladesh since 2007. This video offered us a great opportunity to work with them in a different way and we are hoping that it will help to raise our brand profile and increase donors.”

Helen Pomphrey, head of brand at Innocent, said: “We wanted to film the Quechuan communities in rural Peruvian districts because we believe Practical Action’s work is highly effective in helping to end poverty. Not only did they provide this community with safe sanitation, clean water and renewable energy, but also improved their health, wellbeing and opportunities for employment.”

Together, Innocent and Practical Action are currently helping over 30,000 people improve their livelihoods and maintain the pristine cloud forests in the Andes by helping them adopt sustainable farming and better forestry management. Ravalina is part of the Quechuan community in the remote Peruvian Andes.

Before Practical Action worked with them, the community had no access to sanitation, clean water and energy. Filmmaker Max Joseph directed MTV hit Catfish: The TV Show a US docudrama about the truths and lies of online dating.

To give feedback and view extra pictures, blogs and information about our work with Ravalina’s community log on to

Practical Action uses technology to challenge poverty in developing countries.

Our strength is our approach. We find out what people are doing and help them to do it better. Through technology we enable poor communities to build on their skills and knowledge to produce sustainable and practical solutions - transforming their lives forever and protecting the world around them.

By doing this each year we help around a million people break out of the cycle of poverty ... for good. 

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