Survivors Fund (SURF)/ RwandanBeauty.com: Joining the Dots to Join Hands Across the Globe: Innovating to aid Rwandan survivors

This case study describes how Rwandan genocide survivors' charity, SURF, drove engagement and brand awareness to promote jewellery made by genocide widows, using audience surveys and data-optimised creative units.

Survivors Fund (SURF)/ RwandanBeauty.com: Joining the Dots to Join Hands Across the Globe: Innovating to aid Rwandan survivors

Will Goodhand and Emanuela Recalcati

Campaign details

Brand: Survivors Fund (SURF)/ RwandanBeauty.comBrand owner: Survivors Fund (SURF)Lead agency 1: Kantar TNSLead agency 2: XaxisContributing agency: LightspeedCountry: United KingdomIndustries: Charities & voluntary organisationsChannels used: Online display, programmatic displayBudget: Up to 500k

Executive summary

The need to spread marketing investment across a proliferating range of channels calls for highly efficient campaigns, presenting an opportunity for highly refined programmatic...

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