Campaign messaging and content supporting the charities’ Big Give appeals in 2021 and 2022 – in both cases smashing their £40k target in one week.
Content Strategy & Production
Frank Water is a charity and social enterprise supporting the world’s most marginalised communities to sustainably manage their own water resources, and help them build a future where their families have enough water to live and thrive.
Since 2005, they have provided access to safe water, sanitation and good hygiene for 455,729 people in 677 communities in India and Nepal
The team at Frank Water needed impactful marketing material to support their match funded Big Give Appeal and to raise funds to provide more communities across India and Nepal with access to water, sanitation and hygiene. As part of the annual Big Give Christmas challenge, donations were doubled during a week-long period. This is a short time frame in which to capture people’s attention and it was essential that the graphics in both the run up and during the live campaign engage a lot of people, and quickly.
Frank Water wanted to find new supporters through the campaign and attract donations using social media. The visual assets therefore had to be suitable for a range of formats and platforms, including LinkedIn, Instagram, Facebook and Frank Water’s newsletter and website.
We took a positive approach to the campaign, and focused on creating an aesthetic of positive affirmation that would inspire action. The raw campaign photography of rural Nepal showed communities with an abundance of water, and we reinforced this hopeful message by creating bespoke illustrated overlays using dynamic and sketchy line work. We focused this around the water vessels, to emphasise where supporter’s donations would make a real difference and make them feel empowered. We also wanted to inject energy into the campaign, and suggested the tagline ‘power up your donation’ to compliment this.
Frank Water appreciated this positive approach we took, as we were both aware that the narrative around climate change and charity fundraising can often be negative and apocalyptic. We worked with their existing colour palettes and brand guidelines, and regularly communicated with the team to make sure they had the assets they needed for each stage.
The success of the Big Give campaign speaks for itself, with Frank Water raising more than their target of £40k over the duration of the week, and reaching £21k of this in just one day.
The visual result was a unique series of social graphics that contributed to raising these funds. The assets can stand alone but also compliment each other as a group, and effectively communicate the evolving campaign message both pre launch (using a ‘save the date’ tagline), during the live campaign when Frank Water needed one post a day, and afterwards.
Frank Water reported that there was lots of positive feedback on the images internally, from the board of trustees and high engagement with the social campaign from corporate partners sharing and supporting the posts.
“The artwork produced by the team at The Discourse really elevatedour appeal and helped our comms stand out from the crowd. The materials they produced were simple, clear and on brand yet eye catching enough to stop people mid-scroll and spur them on to donate. It was a pleasure to work with this friendly, communicative team – we feel lucky to have them just on our doorstep!”
Claire Allen - Communications Manager @ Frank Water
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