The Background
We've worked with YHA since 2024, when we were first brought on to deliver their Christmas fundraising campaign. Off the back of that success, we've stayed on to support their wider individual giving portfolio.
The Brief
The opportunity was to build on the Christmas campaign's success with a summer appeal, targeting people who'd already donated to No Child Left Behind. The job was to keep the momentum going while making sure it felt fresh and right for the season. As before, it needed a DM pack aimed at existing supporters, plus a 30-second video, social ads and email copy for the supporter journey.
The Work
We started by going back through the learnings from Christmas — what worked, what we'd do differently.
One thing was clear: the idea of exploration and discovery in nature had really landed with the audience, so we carried that thread through into summer. YHA wanted to push it further by tapping into the conversation around children and online influence, which was very much in the headlines at the time — and that found its way into the creative headlines themselves.
The design shifted to suit the season — a gradient sun graphic, sun-soaked imagery, and more of those brilliant shots of children exploring the outdoors, mixed in with some of YHA's own photography.
The call to action stayed simple and direct, sticking with "Give a child the gift of the great outdoors" — a line we knew already resonated with this audience.
We rolled the concept out across the full asset suite and produced another video, keeping things consistent by bringing back the same voiceover artist from the Christmas campaign.
The Results
The final assets landed exactly where we wanted them — a natural, confident step on from Christmas. We're excited to see the numbers come in.