Client partner: The Cyrenians
Campaign: The Great North Donate
The Cyrenians are a charity who provide help to homeless and vulnerable adults in the North East and Yorkshire. This has become increasingly important in difficult economic times. They approached d.fferent to help with a fundraising and donations drive ahead of new stores opening in Gateshead and Westerhope in the North East.
The campaign was to aid with donations of clothes, bric-a-brac, furniture and household items for the new stores, one of which would focus on clothing and household items and the other second hand furniture.
The campaign had a wide target audience, focusing on corporate supporters and their families, supporters and volunteers and people of the North East. By promoting places to donate and using the slogan “Do something great. Donate” the campaign encouraged people to donate on the strength that it was a good thing that would bring them satisfaction.
We worked with the key insight that everybody has unwanted items to donate, and is able to do so given the simplicity of the act. We also wanted to focus on the feel-good factor. People enjoy giving but often don’t have the time or funds- by asking for items they already had, we wanted to emphasise the relative ease of donating.
We needed to consider two barriers that may prevent people helping out:
- People may not usually consider giving to a charity shop- instead using services such as Freecycle. By emphasising the human purpose and feel-good factor of donating we hoped to draw people to donate who usually wouldn’t.
- There are other charities to donate to, by placing the emphasis on The Cyrenian’s local focus and its help for local people we incentivised donating to The Cyrenian’s in particular
We felt therefore that the campaign needed an inviting, engaging and friendly tone, but also needed to be flexible enough to be used for the public and businesses.
The Great North Donate was born out of these ideas. By focusing on the region and including a call to action and details of how to donate unwanted items, the campThe final creative was executed across E-shot, poster and an A5 leaflet and was also formatted for digital platforms.
The campaign launched very recently, but already has a vote of confidence from the Cyrenians’ Rhiannon Bearne, Group Assistant Director – Policy and Communications:
Just wanted to say how delighted we are this campaign – it’s really inspired and will work exceptionally well across a range of platforms and opportunities for us. Thanks for your excellent work on this.