The challenge
Finn Church Aid (FCA) faced the challenge that its sub-brands, such as “Toisenlainen Lahja” and “Naisten Pankki,” were significantly more well-known than the main organization. Among the public, there were incorrect and negative perceptions of the organization's work. Additionally, a weak economic situation and government cuts to development cooperation threatened the scope of their aid work.
FCA needed a long-term marketing communication concept that would not only clarify the organization's brand image among audiences beyond active donors, but also effectively and insightfully engage the public with its values and mission.
The solution
Traditionally, in fundraising campaigns there tends to be an emphasis on appealing to compassion and the concrete and tangible nature of need: there's always a well-off helper and a disadvantaged recipient. Our approach was different. The core insight of our solution was that there is no gap between donors and aid recipients. There is no "us" and "them". Only us, sharing the belief that our actions can make the world a better place.
We communicated that, despite its name, Finn Church Aid is above all, a community of like-minded individuals: We can't control the world, but we can guide our own thinking. We must believe in our ability to change the world with our thoughts, shaping it into what it should be. And simply never give up. For if we do not believe in ourselves, the world cannot change.
Finn Church Aid is a community for all of us. For the brave and those who love life. For the relentless.
Finn Church Aid is a community for all of us. For the brave and those who love life. For the relentless.
Starring people from all over the world, the unpolished and authentic imagery shot by FCA's traveling field photographer is an essential part of the new brand concept. The imagery aims to communicate dauntless community spirit and the three priority areas of FCA's work: right to education, right to livelihood and right to peace.
The new brand concept was launched with a bold campaign taking over print media, out-of-home, radio, and social media, and being featured in various events. The launch was a success, collecting over 100 000€ in donations and receiving high praise and great feedback from both the audience and the FCA board.
Team
Creative Director
Iina Ratinen
Iina Ratinen
Art Director
Smuel Stiller
Smuel Stiller
Senior Creative / Copywriter
Jukka Juhola
Jukka Juhola
Strategic Planner
Mira Järvelä
Mira Järvelä
Photography
Antti Yrjönen / Finn Church Aid
Antti Yrjönen / Finn Church Aid
