Key4Life Rebrand

This case study explains how Key4Life, a British charity that aims to reduce recidivism in young offenders, found funding to keep the struggling family afloat by relaunching the brand with an event that raised more money in one evening than the entire lifetime of the project.

Key4Life Rebrand

Campaign details

Category name: CharityAgency: Lambie-NairnAdvertiser: Key4Life

Executive summary

Key4Life aims to reduce recidivism in young offenders through therapy, emotional and behavioural management, equine therapy and mentoring. The charity was set up in 2012 by dedicated campaigner Eva Hamilton, MBE.

The Key4Life programme is worthy, effective and economic1 – figures for 2011 showed that 90% of those sentenced in England and Wales had offended before and 46% of those jailed in 2011 were linked to 15 or more crimes.2By contrast, the recidivism rate for graduates of the Key4Life programme is just 17%....

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