THE PEOPLE’S MANIFESTO
Brief
Legacy Donations are a major fundraising arm of Shelter, with 1000’s of people each year pledging to leave money in their will to the homelessness charity. However it’s a tricky subject to broach through communications, as it’s linked so closely to end of life. Shelter were investing in a full Legacy campaign for the first time and asked us to create a campaign that stood out from the usual rather maudlin legacy donation ads from their competitors.
Solution
We created a campaign based on the insight that the target audience of over 55 year olds were the protest generation, the generation who invented Punk & Rave and still had the passion to stand up for things they believed in. At a time when homelessness is an issue that is constantly brushed under the carpet by politicians, the characters in our campaign decided to take matters into their own hands.
Results
The campaign beat Shelter’s own donation KPIs by over 250% and won Silver at the Drum Awards.