Dialing up the urgency to save children’s lives.
When World Vision U.S. launched their effort to support the Child Health Now initiative designed to reduce the preventable deaths of children under age five, they asked Russ Reid to help. A significant challenge was offer positioning. Given that the goal was to fundraise for programs and services that benefit pregnant women and children under age five, the key offer tangibles were preventative and programmatic in nature–inherently reducing the urgency and power of the offer.
Strengthening the non-urgent offer required a nontraditional approach, and a reverse engineering of the offer: highlighting the campaign goal and using a select array of programs to reinforce how the goal would be reached. More importantly, the offer leveraged grant funds to develop a powerful multiplier offer. The innovative approach used for the integrated campaign resulted in a first-time-ever collaboration between parts of World Vision.