Charity campaigns in a time of corona
No-one knows who coined the phrase, ‘Necessity is the mother of invention’ – but whoever it was, they got it right. The last few months have been some of the toughest charities have ever faced. But every cloud has a silver lining, and when we look back at the sector’s response, I think we will be proud of the campaigns it produced. There are the big wins, like NHS Charities Together (£100M+), The Big Night In (£70M+), the National Emergencies Trust (£60M+), 2.6 Challenge (£10M+) and #GivingTuesdayNow (still counting). But that’s just the tip of the iceberg, and we want to use this post to share three of our favourite campaigns launched in a time of corona.
Marie Curie: On hold
Empty beaches, theaters, bars and stadiums. Life is on hold. We wish we could put terminal illness on hold too. But we can’t. With events cancelled, charity shops closed and street fundraisers at home, this campaign is helping to keep Marie Curie nurses providing end-of-life care for communities across the UK. Created – at no cost – by Saatchi & Saatchi, we love it’s cross-channel approach. The TV and radio ads are simple, powerful and effective, with social media giving supporters the chance to check-in on its protagonist (Lin) by reading her blog and following her progress on Instagram. A relatable face telling an inescapably human story, it is hard not to engage, making this campaign an important reminder of the work that must go on within and beyond the corona crisis.
Crisis: In this together
The government told us all to ‘Stay at home’. But what do you do if you haven’t got a home to go to? Responding to increased need on the ground Crisis launched this new campaign to fund outreach work and grassroots initiatives supporting homeless people through this global pandemic. Launched at the of March, emails, social media and radio content went live within days, with celebrity actress Imelda Staunton (Professor Umbridge, Harry Potter) lending her voice to the appeal. There’s even a dedicated campaign t-shirt courtesy of Hush! Selected as one of the charity beneficiaries for The Big Night In, this campaign has seen the Crisis team up their emergency grant fund from £250,000 to £1 million. That’s the real success. Because this appeal didn’t just support Crisis’ own work – it funded over 150 organisations across the UK. Now that’s collaboration!
The British Red Cross: Kindness will keep us together
We love this campaign because it’s about more than money. Whether you reached out to a vulnerable friend or neighbour, signed up as a community volunteer, or made a donation – the Red Cross has built this campaign on the ethos ‘kindness matters most’. Of course, they use all the channels we’ve seen before. There’s a TV and radio ads, web content and social media. But the campaign has grown, teaming up with iconic artists to share their message and asking that all-important question: ‘What did you do?’ It worked. Research shows that since the lockdown began, 43 million people have done something kind to help others. Perhaps you’ve noticed the massive billboard on Piccadilly Circus thanking everyone for their acts of kindness – another great example of supporter relationships in action.
We could go on. So when the going gets tough, take some time to look back on everything you’ve achieved these past few months. Be proud of what you have done, and what you are working to do. Because campaigns like this show us just how hard the sector is working to shine through.
