Plan UK asked us to refresh an under performing campaign pack and turn it into an effective tool for raising funds to highlight girls’ rights. The main challenge was to break down barriers to engagement and make fundraising a simple and enjoyable task that fitted in with the recipient’s lifestyle. To make this happen, we needed to devise a unique and creative campaign that didn’t stray from existing brand guidelines.
Our solution centred on our original ‘Girls Get Together’ concept which encouraged women to host a girls’ night in to raise funds. We created a completely fresh and highly personalised postal pack for the campaign and used the inspiring message of women coming together to encourage action. A helpful booklet was included with motivational information and ideas on how to organise an exciting event, and fun reasons to stay in. To overcome barriers to engagement, we used simple yet engaging copy to show that the event can fit in with the recipient’s lifestyle. All they needed to help a worthwhile cause was get their female friends and family members together for a great event.