Turning Hard News into Hard Donations
UN Women/ EssenceMediacomX
Client: UN Women
In contrast to this prevailing trend, our approach for UN Women, a leader in disaster relief, diverged significantly. In the aftermath of a devastating earthquake in Turkey and Syria, which caused widespread casualties, we embraced the crisis. Opting for hard news inventory, we collaborated with media giants such as The Guardian and Telegraph, seeking to capitalise on the engaged and charitable mindset of hard news readers. The outcomes surpassed expectations. Our two-week campaign yielded an astonishing 3,600% surge in donations for UN Women's earthquake appeal. This success challenges conventional strategies, illustrating the potential for impactful engagement with hard news readers in support of vital causes.