Voluntary Services Overseas

Voluntary Services Overseas

Voluntary Services Overseas is is an international development charity who’s vision is a “world without poverty”. VSO was selected as the charity partner for the 2016 Shakespeare Lives campaign led by Number 10 under the umbrella of the GREAT campaign. The focus of the partnership was to support VSO’s work in supporting the education of those living in the poorest communities across the world.

The brief 

Our role was to create a unique and compelling core idea that could be activated across their own and their partner’s digital channels, that would inspire people to donate to the Charity and strengthen the charity’s brand affinity amongst key target audiences.

Our approach to creating an engaging and impactful core idea 

The key challenge was getting multiple stakeholders on the same page. Shakespeare Lives, whilst funded by the GREAT campaign was owned primarily by the British Council with strands of activity being delivered through Visit Britain and UKTI.

It was critical to get everyone to agree on how the fundraising campaign might be relevant to their own activities and the campaign as a whole – and  yet inspire the public to put their hands in their pockets and support the vital work of The Charity in some of the poorest nations across the world.

Individual face to face interviews with key decision makers, along with developing a robust argument for direction of travel based on published insight around gifting behaviour provided us with a platform  of knowledge on which to develop some big ideas. These were then taken into creative workshops with SL Leaders to explore and refine.

We felt that referencing Shakespeare through shared acts of humanity was the best platform for success. Thus, Act £One describes “one act; one text; one donation of £1. The first “Act” in a story, which will lead to subsequent acts of kindness to help support a child’s education. A simple mechanic, Act £One will be applied to manifold elements of Shakespeare Lives communications encouraging donations online and at physical Shakespeare events.

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