Save The Children

By Jazmin Nelson

Brand Purpose: Save the Children is an international non-governmental organization that promotes children’s rights, provides relief and helps support children in developing countries


· Released a video of a little girl living through the beginning of a warzone in the UK to illustrate the horrors going on in Syria.

· It added sympathy and ethos to the campaign


· The desired audience would be prospect customers, especially parents in the UK


· Not enough people were donating to help the children in Syria, so Save the Children made a more relatable video to encourage donations.


· The video originated on YouTube, but soon was shared across all platforms and got over 51 million views.

Audience Insight:

Audiences were much more sympathetic and willing to donate when the Syria situation was made more “real” for them.

(owned media, save the children, Syria, youtube)

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