Long-term tragedy versus short-term response: The marketer's dilemma

SURF, a charity supporting survivors of the Rwandan genocide, used a new application of research and insight to identify the optimal creative executions for fundraising.

Introduction

2019 marks 25 years since the horrific genocide in Rwanda. Survivors Fund (SURF), the charity set up to help survivors of the genocide, is only too aware of the challenges this milestone presents. Rwanda still has huge and immediate needs: SURF works to enable survivors to finish interrupted education, to repair family homes that have deteriorated over time, as well as to help widows who still carry the physical and psychological scars of the events of 1994. Yet the corollary of this is a great sense of responsibility on the shoulders of the charity's management. How to best communicate...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands