Tiny Changes fundraising campaign case study

Today's world is having an increasing burden on young people's mental health. But access to help and support remains way below demand.

Recognising a need to support young people in a very different way, Tiny Changes charity launched a campaign called ‘Make Tiny Changes Month’ in May 2023 – a 31-day-long campaign aimed at driving fundraising activity and donations.

Building on the success of last year’s campaign – which raised over £40k – the charity asked us to design a new concept for this year’s campaign. Our client had an ambitious target of raising £60k in total, so we needed to make sure all assets were designed to drive traffic to the campaign landing page.

Project summary

Research and insights
Campaign strategy
Messaging development
Creative direction
Concept development

Approach

Our strategic set up was centred around three truths. Firstly, that young people’s mental health is more challenged than ever. Secondly, that Gen Z are far more likely to not conform to what’s gone before. And thirdly, that Tiny Changes is playing a key role in empowering young people to make their world better. This led us to the strategic territory based on the idea of the ‘ripple effect’ – how one ‘tiny change’ in a big system can have a huge impact, empowering young people to be that tiny change in a system that’s no longer working for them.

We developed a simple channel strategy and comms plan that would help the charity raise awareness, create engagement and drive donations. We also provided a brief for our client to secure user generated content (UGC) from content creators in their audience, along with a suite of branded Instagram stickers and self-filming guidance.