Crisis creates an emotional connection among a broader audience with TV

Using a real life story, this campaign drives awareness and consideration outside the typical campaign period.

Challenge

To build awareness and consideration among a wider audience, that Crisis is a charity worthy of a legacy gift, and that they are not solely a Christmas cause.

Insight

Brand recognition is lower outside of Christmas, so we needed to ensure what we were building on any existing perceptions, presenting the brand consistently and making it clear it was the same charity as the one they see over the festive season.

This is a legacy campaign – but it’s not about shifting people’s perceptions of homelessness or persuading them to write their will. Instead our aim was focused on communicating with people who already share Crisis’ values around homelessness and are near the life stage to be writing or updating their will.

Creative Strategy

TV advertising was identified as the most effective way to build awareness and an emotional connection among a broader audience.

Working in collaboration with the legacy specialists at Flourish, we cast an actor to tell a real person’s own powerful story – sensitively and believably bringing the reality and unpredictability of homelessness to life.

Enhanced with a slide show of family photos to support the personal story, this 60″ commercial is designed to resonate with the audience, to raise awareness of how homelessness can happen and ultimately encourage viewers to leave a legacy donation in their will.

We also developed a 30″ cut down version.