Awareness campaigns are critical for non-profit organisations to connect emotionally with the audience and get the funding for their charity missions.
In this Thought, we’re exploring some of the most remarkable charity campaigns from recent years to uncover how they make an impact.
RSPCA – VIDEO AD AND OOH
‘For Every Kind’
Founded in 1824, the RSPCA is the oldest and largest animal welfare organisation in the world and one of the largest charities in the UK. Funded primarily by donations, the reach of the RSPCA is extensive with over 150 local branches and numerous animal hospitals and centres across England and Wales.
This year, the RSPCA launched ‘For Every Kind’, a new campaign and brand platform designed to encourage everyone to rethink their relationship with all animals. According to an RSPCA survey, while 90% of people believe dogs can experience happiness, only 34% think the same of rats. In reality, both animals live rich emotional lives.
Central to this campaign is the 2-minute video showing a wide range of animals singing and performing Aretha Franklin’s iconic hit ‘Respect’. From chickens and cows in farms to hedgehogs in the woods and snails hoping to avoid the underside of a shoe, all sing along asking for “a little respect”.
The RSPCA website also hosts various campaign-related content, including an interactive quiz to help turn kindness into action and educational resources to raise awareness of how some animals are sentient beings and therefore feel the impact of our actions.
Shelter – VIDEO AD AND OOH
‘Fight For Home / Brave Face’
Founded in 1966, Shelter is a charity in England and Scotland dedicated to improving the lives of homeless and poorly housed individuals. Shelter campaigns against the effects of the housing crisis on people and society, and defends the right to a safe home.
Striking and impactful videos are always the central to their campaigns. In 2021, Shelter launched a new brand and campaign, ‘Fight for Home’, aimed at creating a sense of urgency for the public to oppose the injustices of Britain’s housing system.
The following year, Shelter addressed the housing crisis again with the release of ‘Brave Face’, a new video portraying a young boy who is bravely facing Christmas in temporary accommodation. This bold storytelling approach seeks to dispel misconceptions and highlight the reality that more than 100,000 British children live in temporary housing.
CALM – VIDEO AD, OOH AND DEDICATED LANDING PAGE
‘The Last Photo’
Founded in 2006, CALM is a UK charity dedicated to mental health support and suicide prevention. Originally launched in 1997 as a pilot by the Department of Health in Manchester, it became a national organisation in 2004 with support from brands like MTV, Clear Channel, and Viacom.
In 2022, CALM introduced an OOH campaign titled ‘The Last Photo,’ featuring 50 large portraits of smiling individuals in central London. This initiative was complemented by a nationwide TV campaign showcasing real home videos of people who appeared happy in their daily lives. The narrative then shifts to reveal that these are the last digital memories of people who later died by suicide. The campaign aimed to highlight that suicidal individuals do not always exhibit obvious signs of distress.
CALM also developed a dedicated landing page to build community and create a digital space mental health conversations. This platform empowers people to share their experiences and get help before reaching a crisis point, supported by a free and confidential helpline and web chat.
ON THE EDGE – Video series and games
‘Animals in Therapy’
Founded in 2015, On The Edge is a London-based charity focused on promoting biodiversity, particularly for Evolutionarily Distinct and Globally Endangered (EDGE) species. On the Edge is a team of scientists and storytellers working on unconventional and contemporary storytelling to engage new audiences.
Unlike the charities listed before, On the Edge is a not-for-profit multimedia and conservation organisation telling modern and pop-culture stories about nature without relying on traditional and conventional marketing mediums or formats. Instead, their initiatives can take various forms, from mobile games for iOS and Android, and animated short films, to their popular Youtube series ‘Animals in Therapy’.
The ‘Animals in Therapy’ video series deserves special mention, featuring animals discussing their feelings and dilemmas. From a kakapo giving dating advice to a pair of pangolins trying to become more social media savvy. The success of these video shorts has increased the visibility of the charity, prompting the team at On the Edge to launch season two where animals continue to talk about new dilemmas, but this time with the help of humans.
So, what makes a good creative campaign in the charity sector?
- Compelling stories – Engaging narratives are the starting point for any charity to pull on the heartstrings, evoke awareness, and finally encourage us to take action. All the charities that we reviewed in this article use powerful storytelling to create an emotional connection with authentic stories that resonate with their audiences.
- Engagement and outreach – Selecting the right channels is essential for effectively reaching your audience and enhancing visibility, especially on social media. While most campaigns rely on traditional TV advertisements to target a broad audience, On the Edge stands out as the only charity that focuses on a specific demographic. Instead of aiming for mass appeal, they use unconventional storytelling formats to emotionally engage their Gen Z audience.
- And much more… – Strategic planning, a deep understanding of your audience, fundraising strategies and continuously monitoring the progress are also key aspects of a successful campaign.
At Ultimate, we’re experts in the charity sector and have worked with brands like Chester Zoo, Children’s Air Ambulance, Lymphoma Action and the The Alnwick Garden Trust, among other non-profit organisations.
Whether you want to raise awareness or drive donations, we’re here to help achieve your goals.
Head here to get in touch, or explore more of our third sector work here.
