Bringing star power
We created a tapestry of content with top creators who each speak to a particular online culture. With them we co-wrote and co-produced content that underscored the importance of UK Foreign Aid to global and UK audiences.
Political Satirists Unite!
A key part of our campaign was targeting policy makers and the movers and shakers in government. We worked with top cartoonists like Ben Jennings and Tom Toro to create illustrations that quickly and simply lampooned the decision Keir’s cabinet were taking.
National pride > National awareness
From our insights and that of our partners, Black Sands Communication, we discovered that the argument for international aid was often sold on the benefits to people outside the UK, causing an emotional trigger for those in lower income areas of the UK.
So we chose to focus attention on the UK jobs, cultures, communities underpinned directly by UK Foreign Aid, which is often overlooked by left-leaning media.
