If you asked the person on the street what came to mind when they thought of World Vision they’d probably answer “child sponsorship in African countries”. World Vision is so much more than that. They work in countries across the globe (including Australia) covering areas such as counseling, advocacy, land rights, and disaster relief.

Brief World Vision understood that as a market leader in an increasingly competitive category they needed to be brave when re-articulating their brand. They needed to find a way to tell the broader story of their development model and the successful, sustainable and perpetual outcomes it delivered. And lastly, they wanted the public to realise they did more than provide food aid in one region.

Solution We don’t just give. We invest.

The Power of investing This articulation of their business enabled us to creatively show the large scale, sustainable difference World Vision makes through their community development model. Where giving to communities that are affected by poverty is generous and might provide a quick fix, an investment is focused on long-term success. This is essentially what World Vision does. They invest time and effort in addressing and preventing the root causes of poverty, immersing themselves in the field and working hand-in-hand with those living with injustice.

Executions The brand campaign was launched nationally with television, digital advertising, rich media content and a social campaign serving to drive consumers to the hero microsite. The site delivers a deep and rich content experience displaying evidence of life-changing success and ways to get involved. It contains heartfelt stories from people like Sophal – a man affected by a landmine in Cambodia - describing his marriage ceremony: “There was no music – we just held one another’s hands. We loved each other”. A truly moving story.

Yes, giving is generous, but investing is what’s life changing.

See The Difference here.