Research: Most Successful Charities Campaigns

After solidifying our idea and core brand concept, there was the dilemma of how to communicate our brand to the audience. To help us with the direction I researched who and what was the most successful charity campaigns.

Maximising donations is the aim of any charity organisation and marketing a charity isn't straight forward as you are not selling a product or an idea you have to get the consumers to buy into the idea.

Campaign 1 : Make a wish foundation

"the Make-A-Wish Foundation, told the story of a young boy who wished to become Batman. Facing adversity and an acute medical condition, the boy nevertheless came to the rescue against the devious Riddler."

How this campaign was successful is the effect it had on the audience, by pulling on heartstrings is the weight of money, and combining this with social media was the perfect recipe .


Campaign 2: Charity Swear Box
"It works by counting the number of times you swear, and tells you how much a charity might benefit if you put only 10 pence in a ‘swear jar’ each time, which is always fun to check, even if you don’t think you’re swearing! It also lets you donate directly from the site. The total raised so far is over $62,000."

It's successful by using the classic ' Making something bad  for good' . Always works people find it fun and simple.

Shocking Syrian Stories

• Boling Leaves to eat due to no source of food
• Childern playing with shells, guns and bullets
• living in a tent
• Delivering babies in dangerous conditions
• people/ childern have been tortured and captured. 
• drown syrian boy
• No medicine/ treament
• Swimming to surrounding countries
• queuing for bread
• Packing basics to leave home/ life behind
• boarder control- bribes
• Long wait for refugee status to be processed
• Child labour
• Marrying of daughters for money

 

What we wanted to do was create imagery that reflects our core belief of ' Compassion towards Crisis' and influance the UK percepetion. The idea of empathy and role reverse.  

 

Examples: 

Boling leaves for food  ----- >  British Family eating leaves as their Sunday roast 

Living in Tents ------> Living in a tent possible in an abandon building

Packing basics to leave home ---->  On a night out with a bagpack of things 

Childern playing with bullets ----->  in school playground playing with the same items

No food to eat -----> Shop saying closed due to no stock 

Delay in status process  ----> Waiting for the train 

 

 

Development of Product

Referring back to my research I looked into with charity and products through Fashion. I took the influence of Tkmaxx and Topshops clothing line an experimented with logos and a t-shirt template and came up with the line below.

As our target audience is for the youthful, I feel the use of geometric designs and street art would appeal to the audience. the design was simplistic and bold which is what tends to be the trend of 'teenage' fashion.

Applying 'Creating a Brand Idenitity' Libertas

Building a Brand Identity :Libertas

Analyze the market is the first step, to create a building blocks for company. Focusing on strengths and weakness, and opportunities. It's a way to determine you aims and how you will achieve them:

Charity Business: "Charitable organizations often depend partly on donations from organization. Such donations to charitable organization represent a major form of corporate philanthropy"

Syria: Current global war, which this brand will be featuring for this present brief.


Core Belief: ' Compassion towards Crisis'

Achievements & Aims: The Brand goals raise awareness and educate the population on the refugee situation using human rights approach, improving the attitude of UK residents to syriaian intergration.


The next stage after researching the market it defining the key goals of your company and what you aim to do.

• Compassion in Crisis
• Influncing the UK cizten the attitude postivitly to syrian migration. 
• Awareness through association of Celebrities/ Fashion line

Target Audience, after establishing the market research and the aims of the business, look at who are your creating for. Will it be a product or service the company provides and who will be it's consumers.

• Globally recognised
• Male and Female
• 17+
• Hedonists
•  B's and C1 on Jicnars scale.

We will provide a product,  Fashion clothing line to raise money and awarness which highlight our three values. ( humanity, tolerance & Compassion ). Also creating an online presence and community, and associate our brand and selling through the use of celebrities.


Perception: What does the company want to perceive. Devising a , message and personality.

Personality of the company will be reflected by the connotations of the company's colour orange. The message is 'compassion towards crisis' 

Devolpment: Logo Ideas

At first we looked into the concept of the creating something that reflected light, crown and the Libertas goddess. However we felt that is wasn't the best direction because of the connotations with the statue of liberty and America. 

Here are some ideas I came up with reflecting the core concept of ' Compassion in Crisis'

Type Face

Here are some experimentations of text I created for the brand

Colour Wheel

Looking at branding colours and what they stand for decided to keep with the colour orange and what it connates to the auidence. As a team we established the colours and Tom designed the colour wheel below: