Action Aid
WINNER: Best Fundraising Campaign, Third Sector Awards 2019
This campaign launched in early spring 2018, at a time when safeguarding in fundraising was under scrutiny. I was challenged with developing a campaign that empowered women and girls, despite dealing with an incredibly sensitive topic.
Our work focused on the power of storytelling – and smashed target by 35%, generating £1.1m of income for Action Aid.
I’m very proud.
Our moving launch film...
The clear route throughout all my work was to use first person accounts wherever possible. There was a responsibility to allow these women to tell their own stories - given the subject matter, now was not the time to be 'cute' with our creative executions.
![](https://carbon-media.accelerator.net/0000000bFnr/hpUWf68Gw6Geoa54vUPDyt;608x857.png?auto=webp)
We wanted to show a variety of voices throughout the campaign - from survivors, to mothers to male allies. It was important to not make men the enemy here, and hero those who were supporting women and girls in their communities.
![](https://carbon-media.accelerator.net/0000000bFnr/4hVFoRQXZp4c172jhpefSz;589x862.png?auto=webp)
The campaign had a huge reach on digital - over 100,000 people interacted with our content online.
![](https://carbon-media.accelerator.net/0000000bFnr/5ajJ9nFpba4cKuG8uJ0pAp;548x710.png?auto=webp)
A behind the scenes look at the ways in which we ensured we protected all the people involved in the creation of our campaign.
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For Not This Girl
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