THE CAMPAIGN THAT CHANGED FUNDRAISING FOREVER

 

– DMA AWARDS GOLD x2
– THIRD SECTOR AWARDS GOLD
– CAMPAIGNS FOR GOOD AWARDS GOLD
– PERFORMANCE MARKETING AWARDS GOLD
– THE DRUM AWARDS COMMENDED​​

 

Campaigns don't come more exciting than Untapped. We set out to change the way big integrated charity appeals are done forever. Goodbye sympathy, hello empathy. So long 'them and us', welcome to a world of engagement, welcome to Tombohuaun in Sierra Leone.
 
Untapped let the villagers tell their stories. They began by giving everybody on Facebook a name in the local Mende language – just like they do for real. And invited people to use a chatbot and online videos to find out more about the way their lives are different – and, more often, the same – as ours. We even created geo-targeted taxi toppers that let people go from their own London 'village' to Tombohuaun.
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Only then did we invite people to donate. And the funds came rolling in – to the tune of £8.2 million. No wonder it won Best Integrated Campaign and Best Charity Campaign at the DMA Awards, as well as the Campaigns for Good Awards, The Drum and the Third Sector Awards. But, most importantly, the campaign brought clean water to Tombohuaun – and many more communities just like them.