A new fundraising campaign concept for a mental health charity.
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.
A new fundraising campaign concept for a mental health charity.
![](https://www.elevenagency.co.uk/hubfs/Tiny_changes_1.webp)
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.
![Tiny_changes_2](https://www.elevenagency.co.uk/hs-fs/hubfs/Tiny_changes_2.webp?width=1355&height=763&name=Tiny_changes_2.webp)
Impact
This year’s fundraising campaign was a roaring success. Almost 800 supporters got involved, with Tiny Changes raising over £65K in total – smashing their fundraising target of £60k.
![Tiny_changes_3](https://www.elevenagency.co.uk/hs-fs/hubfs/Tiny_changes_3.webp?width=1355&height=763&name=Tiny_changes_3.webp)
![Tiny_changes_4](https://www.elevenagency.co.uk/hs-fs/hubfs/Tiny_changes_4.webp?width=1356&height=765&name=Tiny_changes_4.webp)
![Tiny_changes_5](https://www.elevenagency.co.uk/hs-fs/hubfs/Tiny_changes_5.webp?width=665&height=868&name=Tiny_changes_5.webp)
![Tiny_changes_6](https://www.elevenagency.co.uk/hs-fs/hubfs/Tiny_changes_6.webp?width=665&height=868&name=Tiny_changes_6.webp)
![Tiny_changes_7](https://www.elevenagency.co.uk/hs-fs/hubfs/Tiny_changes_7.webp?width=1355&height=762&name=Tiny_changes_7.webp)