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:
Playing on the idea of the 'bigger picture', I created the concept of The Smaller Picture to help the Save the Children team put a spotlight on individual stories and people. 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, including an open letter on behalf of the then CEO (and former Prime Minister of Denmark), Helle Thorning-Schmidt. 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.