When it comes to getting response, you need an itch and a scratch – a problem that upsets you and a way of relieving that problem that feels good.
So when Christian Aid asked us to help them develop a donor recruitment and stewardship programme, that’s where we started.
A child dying of malaria every 45 seconds felt about as itchy as it gets. A £3 mosquito net seemed like the most satisfying of scratches. So we put them together in the press with an SMS response and, sure enough, the response was incredible.
From those simple beginnings came a campaign that now includes press, outdoor, mail, Facebook, search, online display and (bizarrely) service station toilets.
We’ve also expanded the scope of the campaign to create Nets Now – an online movement dedicated to universal access to mosquito nets for all who need them.