The Children's Society fight to support vulnerable and disadvantaged young people in the UK. Their work covers a broad range of areas including: criminal exploitation, trafficking, poverty and substance abuse.
BMB partnered with TCS to raise the charity’s profile, raise funds at a time when young people need support more than ever, and raise awareness of a spike in county lines exploitation.
To launch The Children’s Society’s new brand positioning ‘Fighting for Hope’ we developed a campaign following Reece, a loving brother and son who is unwillingly recruited into ‘county lines’ drug trafficking.
Reece’s hope is represented with a ‘hope metre’, which fluctuates with the challenges of his young life and is ultimately restored by a caseworker from The Children’s Society.
An emergency appeal during the pandemic
During development of the new campaign, we delivered an emergency fundraising appeal in under 10 days to raise funds during the COVID crisis.
62%
peak awareness during the campaign
17%
increase in consideration for the brand.
↑
Significant uplift in web traffic during the campaign
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We love talking to humans in all kinds of ways. Calls are brilliant (although some of the younger humans find it weird that you’d speak to someone using your actual voice when you could just WhatsApp or slide into their DMs). Everyone loves an email, obvs, particularly our new business human (Matt).
