){kind=small}
Fundraising Proposition & DRTV Campaign
Left to Chance
THE PERFECT STORM
URGENT WINTER APPEAL
)
Impact
Each winter, Canal & River Trust faces the perfect storm of rising costs, historic infrastructure, reduced government support and severe weather that risks our 2,000 miles of canals and rivers.
Designed as both a Proactive and Reactive appeal, this multi-year winter campaign raises support for the Trust’s critical work to repair and maintain canals and rivers throughout the winter.
)
Challenge
On top of the increasing threat of storms, Canal & River Trust also face important brand challenges when it comes to fundraising.
74% of people don’t know the Canal & River Trust is a charity responsible for managing the canal and river network, and 1 in 3 canal users have not heard of the Trust - a significant gap in public awareness.
RAW Truth™
The Perfect Storm: Together, we can weather any storm.
)
Solution
The Perfect Storm replaces the magic with the machine - showing the herculean efforts of canal engineers fighting the elements.
It's an evocative, overarching proposition that allows the Trust to fundraise across 3 core strategic pillars; Local, Wildlife and Heritage.
)
Activation
We launched the campaign in close collaboration with the Trust's internal teams, through a bespoke Campaign Toolkit featuring the core fundraising proposition, messaging platforms, visual identity and campaign journeys.
This involved planning "Proactive" always-on versions, as well as "Reactive" storm-triggered versions for moments when urgency and need is high.
){kind=small}
Related case studies
){kind=small}
