Transform a vintage campaign
Give it up! for CAFOD
- Audience insight: “I’m in my comfort zone with this campaign – if I’m to give more I need fresh inspiration”
For many Catholics in the UK, ‘Lent Fast Day’ means CAFOD. The first Fast Day in 1960, organised to raise money to help malnourished children in Dominica, planted the seeds of the charity and has been a feature of its fundraising activity within the Catholic community ever since.
So we were very excited to win the pitch to help CAFOD engage with new and existing Catholic audiences for the 50th anniversary of Lent Fast Day. Here was an opportunity to help develop the charity’s first-ever integrated campaign – complete with a creative concept that would speak with one voice, for the first time, to all CAFOD’s audiences: parishes, schools and individual supporters.
But first we spoke and spoke too: with literally hundreds of people. Catholic churchgoers, young and old. Teachers and pupils in Catholic schools. CAFOD’s own staff and volunteers. What they told us led to the ‘Transformations’ campaign: knock-out creative combined with a new, detailed strategy for getting it out to churches, schools and individual donors.
Result: CAFOD experienced it’s most successful quarter in terms of fundraised income, with uplifts across all audience groups.
Client website:
http://www.cafod.org.uk
Previous project
As well as our audience research, we spoke to hundreds of CAFOD’s staff and volunteers in workshops and regional roadshows and this helped us to build the campaign strategy and materials from the ground up. Ultimately this ground swell of support across the organisation resulted in the charity’s first truly integrated campaign.
Claire Babraff, Head of Client Services