The Major Raiser Givva Fork Campaign

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The Major Raiser Givva Fork Campaign 2013

In early 2012 we were approached by not-for-profit organisation Major Raiser to develop an idea for their upcoming campaign in 2013. The client requested an idea centred around getting people involved in their charity with minimal effort. We were tasked with a complete rebrand, creative idea to engage the public in their food related fundraiser and the design related to the campaign.

The biggest task was to figure out how we could engage the public in a different way to usual fundraising and charity. We decided to target the fork as almost all foods are consumed with the utensil. The idea of a unique fork called the Givva Fork was born to centre the campaign around. The client built an extensive list of cafes and restaurants around Sydney that were to take part in the campaign and sell the forks. We also developed an idea to raise more money, for the participating restaurants to give up their corkage fees for the month and ask their diners to pay 'Forkage'.

ABOVE: Previous logo. ABOVE: Rebranded logo.

ABOVE: Overview of rebrand with hand drawn font.

ABOVE: The Givva Fork

The rebrand was our next task now that we had the creative idea down. We decided to go for a more hand made feel for the website and designed our own hand drawn typeface and used props such as notebooks, pencils, maps and creased paper to rebrand the organisation.
Our design also included similar props such as a creased paper table talker to inform patrons of the issue and the chairty as well as Letter-pressed swing tags for the Givva Forks.

ABOVE: Selected pages from the Major Raiser website.

Our final task was to design a poster that the charity could display in participating stores. This involved art direction and copywriting as well as photography and retouching. We decided to compare the eating situations of the target market of the campaign and the children in laos that the campaign was supporting.