World Vision
Pitch win / Brand positioning / Launch campaign
Childhood is sacred
World Vision is a charity that helps protect the most vulnerable children in the most dangerous places. The new brand positioning; ‘Childhood is Sacred’ aligned perfectly with the Christian faith of the charity and was brought to life through a manifesto film.
#ShareHope
This Christmas campaign was created under the new brand positioning. The idea? To highlight the worst thing a child can lose through a lost toy. Because when a child loses a toy in the street can be heartbreaking. Now imagine a child who loses everything to slavery – their whole childhood.
2,000 ‘lost’ teddy bears (each named Hope) were left in key locations around the UK where the child sponsorship demographic was most pronounced. Their tags told the story and encouraged them to share a photo of the bear via social media. They were asked to #ShareHope.
The campaign was launched with a teaser campaign in local and national newspapers. This was then followed up by the ambient campaign, which was supported by local PR stories and the World Vision social media pages.
