Campaign details
Agency: Open Creates & Good Innovation
Scope wanted to grow its supporter base to recruit regular donors.
Mums wanted to connect with their children in an easy and imaginative new way.
There had to be a marriage between the two.
Strategy
Faced with low brand awareness and a little-understood cause, the team needed to create an audience-led regular giving product, which provided new audiences new reasons to engage long term.
Insight drove the strategy: mums wanted to build children's emotional resilience and life skills, and Scope needed to deliver regular donations in return.
To maximise the product's...