Now, even though my Bachelor's was in Economics, I have to clarify that all I can really remember is Demand = Supply. This brief was a fun reminder of why I dropped numbers and statistics for Copywriting.
At the end of a tax year, people make high-value donations to claim money back from the government. These are called, as I understand, tax-deductible donations. Shelter wanted to capitalise on this opportunity by showing supporters how their donations could help in fighting the housing emergency.
The insight we had was that people do minimal research on the cause they’re giving to. So the aim is simply to be top of mind because not many other charities push out content during this time and for this reason. It was an experiment, so we approached it with a few different options so the social media team could A/B test and see what performed best. Look at me getting all technical.
The first approach was neutral and direct - when you donate, you're doing something good for an important cause while getting something in return.
And then we had some fun. No suprise this creative performed the best because when you put a face to the problem, people understand exactly what they need to do.
And lastly, we took a bit of a cause driven activist approach, true to the Shelter brand. We had 2 creatives that were typography led with the activm coming through with the red brushstroke intervention. And the other approach was activist but emotional, highlighting that donating is an investment in the future of the country.
