Fair trade charity Traidcraft wanted to maximise donations for its vital development work, by putting its driving force – justice for poverty sufferers – at the heart of its campaign. Our challenge was to bring the appeal alive by communicating the charity’s passion for its work to supporters.
Our solution spoke from a different perspective by taking the theme of ‘justice’ and inspiring supporters to look at ‘right’ and ‘wrong’. This reminded the audience how closely their own values align with Traidcraft’s while at the same time focussing on what the charity does differently from other organisations. By capturing and promoting this shared passion for justice, the call to action included with all supporting collateral made a greater impact, generating more donations.
The income generated was 20% above the charity’s target.