The Brief
Christian Aid Week was traditionally a community fundraising event through Church and Street collection. This was not possible during the pandemic and a decision was made to look for alternative solutions. Christian Aid the previous year had raised £7m.
What I Did
I took the initiative to replan the campaign with the media agency. This plan focused on DRTV and Digital to reach people with a brand awareness element. This was presented to the Director and approved as the route forward. With colleagues I pulled together a COVID Emergency style appeal in a few weeks with an integrated media plan across Brand TV, DRTV, Digital and Social channels.
The Results
The campaign brought in circa £5million far more income than the charity had hoped over. Over the two COVID lockdowns the revised approach to Chrisitan Aid Week £10m was raised.
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