The Work: No 10
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Charities have a real conundrum. How do you develop effective campaigns without spending too much money? Whilst an agency might fight shy of such briefs, for a charity it is often an opportunity to flex the creative muscle on both execution and media channel. This week Haystackonline takes a look at just two of the many charity campaigns that can be found when you type ‘charity’ into the search function on haystackonline.
It’s your turn to talk – THT
The Terrence Higgins Trust, the UK’s biggest HIV and sexual health charity, has done an enormous amount in helping the treatment and acceptance of AIDS stay in the mainstream media. Teaming up with G2 Joshua, they launched a new strategic communications programme to address one of the charity’s most significant concerns – the proportion of gay men in the UK with HIV who are not getting tested for HIV. The campaign positioned THT as a facilitator of peer-to-peer conversations and to encourage gay men to share their experiences around HIV testing and know it is their turn to talk. Through the use of interactive social media, over 100 stories have already been posted on the campaign website, providing a platform for gay men to feel comfortable and safe in expressing their concerns and sharing stories of overcoming their fears.
We don’t want your money – Wendover House
Wendover House is a small school that offers a number of places for children that are unable to live at home due to problems in the family. What these boys need is not more money thrown at the ‘problem’ but the opportunity to experience different things and have time and attention devoted to them beyond the context of schooling. This charmingly thought through campaign used all the traditional ambient media of collection boxes and dropping envelopes door to door that you might expect from any charity appeal – but rather than asking for money – the message was a real call to action, to get involved with these boys, sharing your hobbies and interests or helping them where they had special educational needs. This may have been a local campaign for a local cause, but it was conceived and delivered absolute clarity throughout and added additional activities to the school’s curriculum like fishing trips, basketball coaching, DIY sessions and work experience visits.
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Posted: September 6th, 2011 | Author: elen.lewis | Filed under: haystackonline | Tags: charity campaigns, G2 Joshua, haystackonline, HPS Group, Not For Profit, Wendover House | Leave a Comment »
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