Opportunity
Greeting cards are part of ChildFund Australia’s sponsorship program. With the program already comprised of a birthday card pack and season’s greetings card pack, ChildFund wanted to introduce an additional greeting card pack for sponsors.
Strategy
The goal of this untied campaign was to strengthen the relationship between sponsors and the children they support, to help keep sponsors interested and less likely to cancel their regular gifts. ChildFund also wanted to engage with their supporters in a fun new way to strengthen their relationship with the organisation.
Our concept for this campaign used strong visual language and iconic Australian animals to form a connection that crossed language barriers and brought smiles to the faces of both donors and recipients.
The most challenging aspect of the brief was to design a low-cost gift that would appeal to both boys and girls in a wide-ranging age group (5–14) . We achieved with a special paper bracelet that donors could personalise with a message to their sponsored child.
Outcome
Send a Smile performed exceptionally well, with a gross income of $130,638 (153.5% higher than budget). It generated higher donor engagement and greater user-generated social media content than other retention campaigns.
Creative
- Concept development
- Graphic design
- Copywriting
Partner
Tone Studio
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