The charity’s public communications had previously focused on their highly effective work with vulnerable children – under the strapline ‘How Action for Children Works’. In the face of the growing need for their services, however, it was clear that they needed to shift this focus to connect donors more closely to the lives of the children themselves.
THE NEW RULES
Put the child at the centre of the brand, highlighting the harsh reality of their lives and the need for action now.
We connected potential supporters to the brand through the indomitable spirit of children in the face of hardship. The campaign asks people to take a stand and ‘Choose Childhood’ for those who have no choice over their own situation.
This emotive and impactful digital film created a distinct ‘social buzz’ around the issues facing children in the UK, leading to high levels of interest in the client’s cause and increased engagement with the brand.