THE BRIEF:
This was a live group brief for the charity; Changing Lives. The aims of the brief was to create a fundraising campaign which will generate donations of unrestricted income for the charity and to develop materials and approaches to promote the campaign to a wider target audience.
THE SOLUTION:
We began by researching about the charity, Changing Lives. We found some very interesting hard-hitting service user stories that we felt had a lot impact in terms of feeling empathy towards the service user. After reading these stories we wanted to present these in an interesting way, so that people wouldn't just want to look the other way. We decided to tap into the social trend of texting and the use of Emoji's. The use of innocent Emoji's combined with hard-hitting service user stories had a massive contrast. It created a strong narrative, both visually and emotionally. It always makes you want to read the next text message, to find out what happened next.
The main medium of the campaign was social media based, but it also had a 10 week print based campaign to run alongside it, this would help raise more awareness towards the campaign nationally. We presented our concept to the Changing Lives marketing team and their board of members.
We began by researching about the charity, Changing Lives. We found some very interesting hard-hitting service user stories that we felt had a lot impact in terms of feeling empathy towards the service user. After reading these stories we wanted to present these in an interesting way, so that people wouldn't just want to look the other way. We decided to tap into the social trend of texting and the use of Emoji's. The use of innocent Emoji's combined with hard-hitting service user stories had a massive contrast. It created a strong narrative, both visually and emotionally. It always makes you want to read the next text message, to find out what happened next.
The main medium of the campaign was social media based, but it also had a 10 week print based campaign to run alongside it, this would help raise more awareness towards the campaign nationally. We presented our concept to the Changing Lives marketing team and their board of members.
Out of 11 brilliant presentations at Northumbria University our team came runners up.
PLEASE NOTE:
Texting SMILEY to 52210 will not donate your money to Changing Lives. Please visit http://www.changing-lives.org.uk for more information on how to donate and how your donation can help the charity.
