Refugee Action – World Food Night charity event
In 2012, the Refugee Action charity asked us to develop their first ever mass participation event. Our response was World Food Night, for which we created a rather tasty identity then printed and mailed out a DM pack encouraging people to get their friends round for an international banquet in aid of refugees.
But we didn’t stop there. Interest was stirred up online via social media and a special website. The campaign results surprised everyone, with the five-year fundraising target smashed inside the first year! Plus 90% of participants were supporters new to the charity!
Following the success of the original event, World Food Night is now a regular fixture on Refugee Action’s fundraising calendar.
For 2014 we supplied updated integrated campaign creative for fundraising packs, inserts, posters and tea towels, and digital creative for the charity’s Facebook, Twitter and homepage.
We also used our partnership contacts to put Refugee Action in touch with high-end food delivery service, Gousto, and discount restaurant club, Gourmet Society – two perfect partners for World Food Night. Both supplied prizes that encouraged donations and helped by spreading the word through their own social media channels.
Our Media team handled the planning and buying of a regional insert campaign in relevant print titles including Delicious, Jamie Oliver Magazine and Observer Food Monthly. Online executions included a direct site media buy with theguardian.com, plus the targeting of browsers displaying contextual relevance to the event around content such as food and drink and world news.
This annual integrated charity campaign is a real team effort, utilising our copywriting, design, print management, media planning and buying specialisms across the agency.