Guardian charity appeal

  • Siobhan McDade
The marketing team was briefed in to support the annual editorial charity appeal, which was supporting six refugee charities.

Our role was to reach a global audience and build a movement of solidarity against the misrepresentation of refugees and did this through a look and feel that was rolled out across onsite, social and email channels and a marketing plan that promoted pieces of content and encouraged not only donations but conversation about the crisis.

Results:

We raised over £2.6m from over 22,000 individual donors,
that’s a 567% increase on 2014.

Saw improved brand salience post campaign.