There’s life in the old box yet
Each year, Freedom from Torture aims to give a Christmas Care Box to every survivor of torture they help. But the charity’s ability to provide these boxes depends on the success of their Christmas Campaign.
Supporters had received a Christmas Care Box Appeal every Christmas for the past three years. They needed something fresh. Something new. And it was our job to breathe fresh new life into this old proposition – and raise enough money to give each survivor a care box in time for Christmas 2019.
To succeed, we went beyond the box
We created the ‘More than a Box’ Appeal, which paired tangible items in the care box with their metaphorical meaning for a torture survivor or their children. We also suggested a rather risky high value strategy, where high value supporters and legacy pledgers were asked to fund the total cost of nightlights for all care boxes.
We also made a bold, brave move to visualise what a torture survivor had endured to get to the UK. Obviously, photos were a no go – for many reasons, including confidentiality – so, to deepen supporters’ understanding of the people the charity helps, the story of ‘Samir’ was brought to life through an illustrated storybook.
To maximise success, our direct mail creative was taken into digital channels. The Freedom from Torture Christmas Shop was built on Shopify and donations were reframed as ‘purchases’. Supporters had the ability to ‘buy’ multiple items for survivors.
There was also a carefully crafted Facebook campaign, including an animation of our offline storybook, which had a massive impact on the results (check them out below!).
Check out these results
Our 2019 Christmas campaign was Freedom from Torture’s most successful Christmas Appeal to date.
Every single survivor that Freedom from Torture helped received a Christmas Care Box. They are always so grateful for the kind thoughts and gifts. One lucky recipient once said:
When they handed me the gift, I couldn’t believe my eyes! I felt just like a child once more. I just stood there clutching the box with both hands... all I could keep saying was ‘someone got a Christmas present for me?!’
5th June 2020
Digital, Direct Mail, Illustrations