Fundraising Proposition, Digital Campaign
Approach and Concept Development
DRTV, Social Ads, Digital Ads
We partnered with Save the Children to breathe new life into their DRTV campaign. To help them stand out in a noisy and crowded space, we paired traditional fundraising success drivers with a bold and brave approach.
The campaign was so successful it ran for 4 months longer than planned and, with a universally relatable story, was translated for multiple territories.
Our research showed that audiences were becoming apathetic to DRTV, due to an over-saturation of helplessness on screen. So, we decided to jolt them back into action by positioning children as fighters, not victims.
Firstly, we introduced the story of two brothers. As one fights to provide for the other, we highlight the incredible resilience and power of children, even in the face of extreme hunger and malnutrition.
Meanwhile the narrator tells their story, but not as you would expect. In fact, for the first time in Save the Children’s DRTV history, the children are empowered to tell their own story.
We know that most DRTV responses happen online. So, we developed a strategy to run alongside the main TV advert. The social and digital ads are inspired by the original narrative and overarching theme, but hone in on small, key moments. As a result, they provoke a strong emotional reaction – and immediate action.
We aren’t your typical DRTV agency. We integrate your knowledge and expertise with our thinking right from the start; generating unexpected campaigns that get results.
So if you’re looking for a fresh approach to a traditional medium, we’d love to hear from you.