Sponsor an Acre

We conducted research involving 1-1 interviews with supporters, behavioural science research, academic literature review and competitor research to uncover ‘what will work’. We asked: what motivates or enables people to take environmental action and/or to make donations? How might behaviour change principles be used to optimise the proposition and creative? What’s known about the charity’s audiences? And what are ‘competitors’ doing?

We pulled this together into an overarching campaign strategy focused on: telling an emotional story that’s universally resonant; raising urgency but not hopelessness; explaining the tangible changes a £2 donation will make and being highly salient in our art direction.

This fed into two creative concept options for a hero campaign film. The chosen concept, entitled ‘Draw our future’, had a highly salient art direction with the story of the Orangutan told in charcoal illustration to the backdrop of a ‘child-like’ narrated poem.

Finally we created an integrated campaign launch plan and exported GIFs, video re-formats and bespoke graphics for Instagram, Facebook and eNewsletters for maximum impact.