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Programme Completion at World Vision UK

The Project

In House project for World Vision UK
• Brochures
• Postcard
• Information flyer

Background
Programme Completions have historically posed significant creative challenges for the Brand Team. Given the substantial potential loss of income, World Vision UK has been hesitant to experiment with untested solutions.

Understanding of sponsor segments
To effectively address this issue, it is crucial to identify how World Vision UK differentiates its existing donors who have signed up as sponsors based on their engagement habits.

Addressing Misleading Visuals
We recognised that the previous designs were inadvertently patronising, undermining the intended goal of amplifying children's voices. By reassessing the graphics and colours, we successfully created a more authentic and empowering experience. The pagination and graphical elements of the Celebration brochure were redesigned to truly centre children's voices and perspectives.

Creative progress
While maintaining the existing format and budget for Programme Completions, we explored opportunities for improvement. Although significant changes were not feasible this year, we collaborated with the Digital team to create individualised landing pages, enhancing the sponsor journey and reducing attrition rates. These pages aim to encourage sponsors to continue their involvement and consider re-engaging in the future.

Unified Messaging and Lasting Impact
Delivering a compelling message in this emotionally charged context was particularly challenging. We sought a balance between celebrating the sponsor's journey and avoiding feelings of invalidation. To achieve this, we introduced the concept of featuring a message from a fellow sponsor who has found comfort and joy in continuing to sponsor another child. This innovative approach was previously unconsidered.

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