Turning awareness into action.
Background
Tearfund works alongside communities around the world to tackle poverty, respond to disasters and help people build a better future.
Their Mean Bean Challenge asked supporters to live on nothing but rice and beans for five days, giving them a small glimpse into the reality faced by millions living in poverty. The campaign combined fundraising with awareness, helping people experience the cause rather than simply read about it.
After successfully piloting the campaign in 2016, Tearfund wanted to strengthen it for a wider rollout.
The Brief
The challenge wasn't to reinvent the campaign. It was to make it work harder. Tearfund asked us to review the proposition, creative and campaign strategy, with a particular focus on engaging Evangelical Christians, one of their core audiences.
The objective was to create a clearer proposition, strengthen audience engagement and encourage more people to take part.
The Work
We started by simplifying the proposition. The challenge needed to feel immediate, purposeful and easy to understand, so we refined the messaging hierarchy and strengthened the call to action across every touchpoint.
Rather than changing the campaign completely, we built on what already worked. We retained Tearfund's distinctive illustrated style, introducing new characters and creative assets that gave the campaign more warmth, personality and energy.
We also increased the sense of challenge within the campaign copy, helping supporters better connect with the experience of living in poverty and strengthening the emotional link between taking part and making a difference.
Beyond the creative, we reviewed the wider campaign journey, recommending improvements to the microsite, supporter communications and key touchpoints before, during and after the challenge.
As Creative Director, I led the strategy, proposition and creative direction, working with a trusted team of designers and copywriters to deliver a complete toolkit of campaign assets, including digital advertising, fundraising materials, email content and social media creative, before handing everything over to Tearfund's in-house team.