The Charity Retail Association represents the interests of around 80% of the charity shops in the UK. These shops face a lot of competition from commercial collectors, who sometimes pass on as little as 4.5% of the proceeds to charity. So the CRA asked us to encourage the public to make their donations direct.
We created a simple, bold campaign, using a strong hand holding a charity bag. Mat Wright was the man behind the photography. Sticking with hands as a visual device, we also developed a positive thumb campaign marque, which was used across the country in over 7000 charity shops. The campaign was extremely adaptable, as the colours could be customised to match the brand colours of charities such as Barnardo’s, British Heart Foundation and Oxfam.