Ellie Hubble Senior Creative Copywriter

ABOUT

The brief:
To help Save the Children International create an annual report campaign that would defy typical annual report convention and energise readers.

The approach:
We worked in an extremely close partnership with the StC team, learning on an in-depth level about the work they do and the case studies they wanted to bring to life. Huge amounts of research and brainstorms followed, before I came up with the concept of The Smaller Picture. Playing on the idea of the 'bigger picture', the Smaller Picture was a great device to help the StC team put a spotlight on individual stories and people, to break through the noise and reach prospective donors and readers. So much charity marketing puts a story 'onto' a child, but we wanted to show these children as resilient, as defiant and creative individuals in the face of adversity. I worked closely with the design, video and art direction leads to develop the narrative then write the copy for a trailer video, website and other campaign materials. I interviewed Save the Children staff across the world to hear their stories, and spent months working hard to collect the voices that needed to be heard.

The result:
A concept and wider collateral elements that work to scale, that Save the Children have championed and can use for years to come.

Date created: January 2019 2019-01-01T00:00:00+0000
Date published: 19 January 2019 2019-01-19T18:58:10+0000

MADEIT CREDITS

  • Save the ChildrenClient

Save the Children Campaign

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