World Vision
World Vision is an international Christian Charity specialising in working with the world’s poorest.
To awaken British Churches – via Church leaders – to the HIV/AIDS crisis in sub-Saharan Africa. To create a strong campaign name and visual identity and raise the profile of World Vision as a significant NGO, able to make a real contribution to the alleviation of suffering in Africa. To inspire hope and optimism not pity and to gain the interest, enthusiasm and email addresses of the target audience whilst entertaining without trivialising the issues.
Route
IE Design Consultancy was approached by World Vision to take part in a 4-way credentials pitch.
Background
In the USA World Vision are the largest charity of their type. They have a lower profile in the UK and are best known for child sponsorship and pioneering charitable gift catalogues. The Take2 campaign is the beginning of a push to be seen in the UK alongside charities like Christian Aid and Oxfam and was launched on 1 December 2006 to coincide with World AIDS Day, which was also the first day of Advent.
Brief
To awaken British churches – via church leaders – to the HIV/AIDS crisis in sub-Saharan Africa. To create a strong campaign name and visual identity and raise the profile of World Vision as a significant NGO, able to make a real contribution to the alleviation of suffering in Africa. To inspire hope and optimism not pity and to gain the interest, enthusiasm and email addresses of the target audience whilst entertaining without trivialising the issues.
Service Offering
• Creation of campaign name and visual identity
• Creation of interactive, screen based advent calendar (url shows calendar as at 06.12.06)
http://worldvision.iedigital.net/screensaver/IAC.swf
• Management and execution of viral email campaign
• Creation of World Vision Take2 branded Blogger.com and YouTube.com websites
• Design and production of interactive DVD
Timeframe
12 weeks from commission to distribution of screensaver. Campaign ongoing leading up to G8 2007.
Outcome
From an 800-strong email list, 1,562 people downloaded the screensaver (an incredible 195% response rate). 432 recommended it to at least one friend. It was viewed 41,334 times between 01.12.06 and 01.01.07.
“Without IE Design Consultancy’s innovative, hi-tech approach we would certainly have missed the opportunity to launch the Take2 campaign around World AIDS Day. IE have brought great flair and originality to a demanding project. I have already recommended IE to our education team and would happily sing their praises beyond World Vision.”
Jonathan Francis, Church Education Officer, World Vision
If you're interested in speaking with World Vision about our work or would like to find out more please contact us for further details