Turning a Night of Fear into a Night of Hope
World Vision asked Futureproof to launch their new master brand positioning, Every Child Free From Fear, to drive brand awareness and engagement of the brand. The objective was to engage the target audience with a non-financial ask.
Using Halloween as the key moment, we created the campaign “Turn a Night of Fear into a Night of Hope”, focusing on what is traditionally a night of fun and frights for children in the UK, and using this occasion to recognise that some children live in real fear, and not just on one night of the year. 31 October 2013 will be the day we stand alongside children living in fear in the world’s hardest places and show we care.
We asked the target audience to carve a heart into their pumpkins to share this simple and powerful message. This was communicated though a video with TV chef Lesley Waters, and a downloadable information pack including instructions on how to carve a pumpkin. People were encouraged to send their carvings to World Vision, which would then be posted onto Pinterest and Facebook.
The campaign was featured as Third Sector’s Digital Campaign of the Week on 25 October 2013.
Customer Experience Marketing
World Vision wanted to expand their child sponsorship face-to-face fundraising activity to incorporate a greater number of appearances at Events & Festivals in 2013, and they wanted to do this in an engaging, interactive and educational way. Futureproof was challenged to create a bespoke, highly engaging consumer experience that showcases World Vision’s international work at exhibitions, festivals and shopping centres around the UK.
The creative response was required to create two things; engagement and interaction.
The chosen creative idea was ‘Reactive’, the execution includes a reaction to the stand which creates a feeling of empowerment.
A set of large scale artwork with accompanying branded de-coder glasses was produced. The artwork is on first glance an illustration of despair, depicting some of the terrifying facts of life for children living in some of the world’s poorest places – young girls being forced to marry, children forced to work in mines, no schools or healthcare facilities, no clean water and very little food. When the glasses are then put on the illustration changes to one filled with hope, clearly revealing the life changing effects child sponsorship can have.
The glasses were designed to empower the wearer, clearly revealing the incredible difference that they could make to a child’s life.
Development of Prostate Cancer UK's first regular giving product
Prostate Cancer UK, having just undergone a rebrand and incorporated another charity (Prostate Action), was in a stronger position to fight against prostate cancer and prostate diseases. With this in mind, Futureproof was asked to develop a new initiative that would reinforce their new branding, raise awareness, and drive donations that would help achieve their goal of ‘radically transforming the future for men with prostate cancer and prostate disease.’
Futureproof developed ‘Save the man’, a compelling initiative that garners support through its targeted imagery and copy. We tailored the campaign to fit different audiences, including a younger audience that had never previously been targeted.
‘Save the man’ was launched across various media, including a DM pack, magazine insert and email, which was also another first for the charity. We added another variable – the type of ask – and used tracking mechanics to identify where the communications had the greatest impact.
Prostate Cancer UK seeks to ‘save the man’ with regular donations, Matthew Chapman, Marketing Magazine
Saving and protecting children in the world's most dangerous places
World Vision asked Futureproof to develop an inspiring and engaging new charitable product, focussing on fragile contexts and undesignated funds to help save children around the world.
We developed Raw Hope, a £10 monthly pledge to protect children living in the world’s most dangerous places from physical harm and exploitation. Acknowledging the need for the target market to gain a greater insight into the dangers facing these children, Futureproof created a product that combined the raw reality of their situation with the hope World Vision brings.
The campaign succeeded in providing an inspirational and engaging, new charitable product. It was launched through face-to-face fundraisers and telemarketing, aided by various sales tools, posters and a promotional video.
In order to combat the high attrition rates prevalent within the charity sector, we created a monthly eRM that featured a three minute video, providing insight into where and how the donor’s money is being used. The email focusses on one country each month, revealing the challenges it faces, and shares the stories of courageous children who have had their lives transformed thanks to World Vision.