Barnardos Australia, a holistic children and families charity, found that they were struggling to reach Generation Z. They approached us with a desire for a campaign that reached and engaged this younger demographic, building a bond and encouraging donations.
Our extensive primary and secondary research found 4 key insights that must be actioned for the success of the campaign.
Project Scope
There is very low Gen Z awareness of Barnardos.
Gen Z values TRANSPARENCY & NO B.S.
Gen Z engage most with real-life, short-form video content
Gen Z want to feel INVOLVED / a CONNECTION
So, how might we…
Re-imagine Barnardos for the next generation of givers?
We produce a highly shareable, digitally-focused campaign that shows real impact, encourages involvement and prioritises short-form, engaging video content.
Inspired by Spotify Wrapped, the annual global cultural phenomenon that Gen Z absolutely can’t not get involved with every year, but with even greater impact and purpose.
A personalised ‘Impact Recap’ is generated for current donors, current partners/supporters and for Barnardos themselves, based on donation reports and celebrating the direct impact of the donations.
The campaign will prioritise sharing these engaging motion videos, with further cohesive collateral across touchpoints such as static and video posts on socials, signs, posters, billboards and merch.
The campaign adheres to and builds on the current brand identity. Application will be visually cohesive and seamless.
