Kids in need are often portrayed as victims – helpless and hopeless in the face of dire circumstances.
Our digital and social campaign encouraged potential donors to make Kids Help Phone their charity of choice by drawing attention to the courage it takes for a kid to call. We then called on viewers to help ensure that call is answered.
What changed? Online engagement with the campaign exceeded expectations with a 2.40% conversation rate on video views (exceeding the industry average of 0.5-1%) helping build a new base of monthly donors.