Christian Aid needed a compelling national TV advert to deepen public understanding of their mission and promote their annual fundraising campaign, “The Red Envelope.” The goal was to connect viewers emotionally, showcasing their humanitarian impact over decades and inspiring support for their vital work tackling global crises. A unified, impactful creative was essential to achieve this.
Before starting the project, we conducted in-depth research to understand what would resonate with Christian Aid’s target audience. This included analyzing audience demographics, preferences, and emotional triggers to ensure maximum engagement. We also explored Christian Aid’s rich heritage, delving into their legacy of tackling global crises and the unwavering support of their donors. This comprehensive approach allowed us to craft a campaign that authentically represented their mission while deeply connecting with viewers on a personal level.
During the development phase, we created a single, meticulously designed set to represent the different eras of Christian Aid’s service. The set featured a single wall, with the camera smoothly panning across framed images of their impactful work over the decades. To ensure authenticity, we sourced period-specific wallpaper for each era, creating a genuine and visually compelling backdrop. This attention to detail brought the timeline of Christian Aid’s humanitarian efforts to life, reinforcing their enduring legacy.
We deployed the advert during prime-time television, securing a prestigious broadcast slot within the 9pm ITV News. This ensured maximum visibility for Christian Aid’s message, reaching a wide and engaged audience. Carefully prepared for TV standards, the advert was strategically timed to make a lasting impact on viewers nationwide.
YouGov CharityIndex data indicates how successful our campaign commercial was.
Among all respondents, with its Ad Awareness score (whether or not you have seen an advert for the charity in the past two weeks) growing from +2 to +10 from launch mid-May 2017.
The Ad achieved particular cut through with those who would consider donating to the charity, with its Ad Awareness score jumping from +11 to +24 points in the same time frame. Not bad.
More information about the ad’s successful response here.
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