We ensured over £3.5million was raised for the Trust’s campaign, which was also referenced in Parliament.
The Challenge
The Childhood Trust has partnered with The Ripple Effect on its two annual fundraising campaign drives over the past few years. The most recent brief was to work on the third iteration of The Childhood Trust’s summer ‘Champions for Children’ campaign.
The campaign goal was to raise £3.5million in a week to support children and families living in poverty across London.
The Approach
Disturbing statistics revealed that many children across the UK were deeply concerned about the cost of living crisis, with a significant number reporting that these worries had contributed to mental health struggles, including a small but alarming percentage resorting to self-harming as a result.
In response, we partnered with qualitative in-person interviews to gather firsthand accounts, resulting in a compelling 33-page report that highlighted the emotional and psychological toll of the crisis.
Our earned media campaign strategically targeted affluent readerships, using the stark statistics and poignant personal stories to capture attention. We led with children’s feelings, creating a narrative that connected with readers on an emotional level.
In terms of broadcast strategy, we focused on media outlets that had proven successful in supporting previous fundraising-led campaigns, ensuring the campaign’s reach was amplified across both traditional and digital platforms.
The Outcome
The report received extensive media coverage across print, online, and broadcast platforms throughout the UK. Top-tier outlets including BBC News, Times Radio, The Guardian, The Daily Mirror, and The Independent featured the findings, with The Independent even securing a front-page splash. This high-profile coverage amplified the campaign’s message to a national audience.
Regional support came from BBC Three Counties Radio, BBC Radio Leeds, London Live, and the Reachplc network, broadening the report’s reach and ensuring it resonated with local communities. These outlets helped deepen the impact and relevance of the findings across different regions.
The report also gained political traction, with Marsha de Cordovo, Labour MP, citing it in the House of Commons during a discussion on the cost of living crisis and its impact on constituents. This endorsement added significant weight to the report, highlighting its importance in policy discussions.