Save the Children rethinks marketing and brand strategy, ups digital

By Natalie Talbutt | 7 May 2014

In its latest online ad taking the internet by storm charity Save the Children asked models on a photoshoot to make statements about poverty and children dying in conflict sound sexy. The results are awkward but bold and follow the charity's Syria campaign. The charity's global online campaigns have inspired Save the Children Australia to rethink its approach to brand, advocacy and fundraising.

The latest effort, which you can watch below, is a global effort from the organisation, while the #WithSyria campaign earlier this year led from the charity's UK arm. It featured online video Most Shocking Second a Day that went viral globally reaching almost 30 million people.

The Australian arm of the charity is now reviewing its own approach to how it advertises and uses digital to drive awareness and attracts donations.

The charity, which has until now separated working on brand, advocacy and fundraising, is looking at how it can bring the three disciplines together and integrate its activity to get more bang for its buck and make a bigger impact on its objectives.

The awareness campaign, created by UK agency Don't Panic, launched to coincide with the third year anniversary of the Syrian conflict. The organisation found its first integrated global campaign gain 10 million views within 48 hours. The most views came from Poland and the US.

“The biggest bang for your buck is integrating fundraising, advocacy and brand. Bring them altogether rather than have a traditional approach, hitting lots of objectives, not just one,” Save the Children Australia director of marketing Nicole Brasz told AdNews.

“We want to be ambitious, be bold and think big. With charities we sometimes think there 's not much money so there's not much we can do, but actually we proved that you can with the right timing, creative and infrastructure. Sometimes you can be more innovative and creative with less money, “ she said.  

Brasz said the not-for-profit sector has lagged behind the corporate world and has been slower to pick up digital but adds the charity is upping its efforts. It is also shifting its tone away from traditional “guilt-marketing” adopted by charities towards communications that connect with people.

“We are trying to move away from traditional imagery of guilt. The intention of the #WithSyria video is to make a connection, to make it relatable with 'compare and contrast' imagery. The message is these people are like you and their lives changed over night.”

See the latest campaign from Save the Children below:

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