International aid and development agency World Vision receives a UK income of more than £30m. Yet despite being one of the largest agencies of its kind, the charity has low name awareness in the UK.
Scotland was selected as the base for a concentrated comms campaign to raise awareness - as research shows Scotland has a higher propensity to give to charity, and World Vision has proportionately more supporters in Scotland than in other UK regions.
To double World Vision's name awareness within Scotland. To launch the World Vision manifesto and communicate its key message. To actively support fundraising in Scotland.
Strategy and Plan
With a remit to create a Scottish angle, the PR team approached the then Miss Scotland, Juliet-Jane Horne, to be a Scottish ambassador and to head a press visit to World Vision projects in Senegal, West Africa. The Scottish Sun, Scottish Daily Express and a crew from Scottish Television News accompanied Horne on the trip. A second press group visited Malawi.
Looking to boost the World Vision message that poverty kills 30,000 children every day - equivalent to one every three seconds - journalists were sent clocks bearing World Vision's logo and the words 'one every three seconds'.
Strong, evocative images were also sent to the press. The media was invited to a photo session on a desolate beach, where 30,000 white wooden crosses were placed and a child piper played a lament in the background.
In addition to this, every new child born on one day during the campaign was given a t-shirt bearing the words 'I'm a world citizen'. Asda supermarkets launched a competition to mount Scotland's largest collage of baby pictures, and on 17 October - United Nations Eradication of Poverty Day - a petition was raised in Edinburgh and Glasgow, requesting the Chancellor of the Exchequer to set a date for raising the UK's international aid budget.
Measurement and Evaluation
Coverage reached a total audience of more than 12 million people during the campaign period, including repeated coverage in every Scottish national newspaper, a week of reports on Scottish Television News and Grampian TV and an hour-long debate on BBC Radio Scotland.
Two exclusives in The Daily Record compared the cost of schooling in Scotland and Indonesia, and looked at what various celebrities' income would buy in the developing world.
The photograph of the white crosses and piper on a beach appeared in The Scotsman, Glasgow Herald, Daily Record as well as local newspapers.
World Vision's unprompted name awareness doubled as a result of the campaign.
Research showed an increase in 'total communication awareness' of more than 50 per cent.
The number of people who stated they had seen or heard about World Vision through newspaper and magazine articles rose by 43 per cent, through television by 50 per cent and through radio by 200 per cent.