To help Save the Children International create an annual report campaign that would defy typical annual report convention and energise readers.
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.
A concept and wider collateral elements that work to scale, that Save the Children have championed and can use for years to come.