DURING MY TIME IN AUSTRALIA, I DID A LOT OF CREATIVE WORK FOR THE CHARITY BENEVOLENT SOCIETY. SUPPORTING SOME GREAT DESIGNERS, I HELPED RELAUNCH THE BRAND ON ITS 200TH ANNIVERSARY...
The brand idea was Stronger Together. This was translated into an identity system that plays on interlinking and overlaying elements. (What works for an Australian charity doesn't work for Hilary Clinton I guess.)
While often kept warm and light, the messaging also needed the stretch to deal with serious subjects and personal stories. I wrote the campaign 'Their story is our story' to help do the more serious part of that job. Running across print, radio and outdoor it made an immediate fundraising impact.
“Today we received a five-figure donation out of the blue from The XXXXXX Charitable Trust. They said they donated after seeing our ads about Kim and Poppy! They didn’t know anything about us before but found our poster and radio ads so powerful they went to our website to read more about us. And donated. Pretty amazing, and a testament to the power of “their story is our story.”