Helping World Vision help children here at home.
World Vision is known for its proven international child relief efforts. Our challenge—in a domestic market inundated with food banks, rescue missions and local churches—was to convince donors that World Vision’s global experience was not a weakness, but in fact a strength that empowers the work they do when helping kids right here at home.
Our strategy was to use an integrated campaign to create an authentic emotional connection with the suffering of American children living without enough food and other essentials. The direct mail and digital campaign created a gritty look to capture the stark reality of poverty and its devastating effect on children. Each component used dramatically stripped-down, black-and-white photos of American kids, combined with a dark and dirty red, white and blue color palette.
The new World Vision U.S. domestic program has exceeded all our expectations:
Our first effort out the door, the “Land of the Free” package, brought in a 6.49% response rate. And the second package earned a 9.6% response rate, followed by a response of 16.93%.