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
What:
· 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
Who:
· The desired audience would be prospect customers, especially parents in the UK
Why:
· Not enough people were donating to help the children in Syria, so Save the Children made a more relatable video to encourage donations.
Where:
· 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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