THE NEED FOR CHANGE
Supporter research had identified a lack of understanding around the work that Barnardo’s does. This was having an impact on supporter loyalty and connection to the charity.
THE NEW RULES
Encourage the supporter to mirror the charity’s long-term commitment to a child.
A campaign platform idea, ‘Take my Hand and Don’t let go’, was developed as a powerful expression of the charity’s unique truth: Barnardo’s are committed to supporting a child for as long as it takes. The idea acts as an ongoing Call to Action backed by a year-long immersive supporter experience.