Books of Love and Life
Wise Child Trust
Issue 26 | March 2013
Agency
Wunderman London
Creative Team
Creative Directors: David Harris Art Director: David Harris Copywriters: Year 6 Finton House School
Other Credits
Head of design: Kevan Ansell Senior designer: Ian Saunders Designers: Kristina Matovic, Mirco Nardecchia , Shun Sugimoto Finton House Art Teacher: Susannah Moore
Date
December 2012
Background
1.2 million children a year are victims of child trafficking. The Wise Child Trust is a charity dedicated to helping these vulnerable children. But, being a new charity, it is both unknown and under-funded. With a budget of just £2,000, the solution could not be a piece of conventional direct marketing.
Idea
By working directly with schools, the Wise Child Trust was able to showcase the talent of their pupils while raising awareness and funds from their parents.
Children whose lives could not have been further from those of the victims of trafficking – happy children in Year 6 at good schools in prosperous parts of the UK – were asked to share their stories and ideas about love, hope and friendship.
These were a stark contrast with the stories of children sold and traded across borders.
The stories were put into an illustrated book, which the contributing children’s parents could buy. The book’s template was made available to other schools across the country so that each could produce its own version.
Research has shown that people give to charities they have a personal connection with. By celebrating the unfettered imaginations of their own children, the books created something of more intrinsic and extrinsic value than any mailing.
Results
Not fully collated yet as the project is still being rolled out but anecdotal evidence is that awareness of Wise Child is increasing and donation levels are up.
Our Thoughts
Digital print technology has changed direct marketing as much as any online developments. It means that with the application of accurate data, mailings can be created which are tailored to the recipient’s particular past behaviours and current needs. It also means that a book can be mass produced and look and feel as if it has been the work of just one small group.
The clever part of this idea is in allowing each school to become actively involved in the charity as well as raising dosh from parents thrilled to see their little darlings in print.
The best part of the idea, though, is that it is all the work of one person in advertising, who believes that with the application of his particular skills as a craftsman (and, incidentally, as a strategist, he can make a difference.
Great work no longer needs a great brief, a great account team, a great client. It just needs someone with a great heart and David Harris has one of the greatest I have encountered in 30 years in this business.