World Vision International has chosen ntegrity to launch its global fundraising campaign. But this isn’t your usual charity campaign. Targeting younger (25-40), globally-minded donors in 21 countries, Childhood Rescue funds lifesaving work in some of the world’s most dangerous places, such as Afghanistan, the DRC and South Sudan, and offers donors a new kind of proposition to support.
Currently, World Vision supports 3.4 million children through child sponsorship. However, millions more live in parts of the world where conflict or unrest makes traditional humanitarian programming impossible. Childhood Rescue delivers fast, urgent help so these vulnerable children can survive, recover and build a future.
‘We wanted to stay true to who World Vision is, a humanitarian organisation focused on children, while addressing some of the world’s biggest crises,’ Elisha Smallcombe, World Vision International’s senior advisor of product development and innovation said.
‘We knew ntegrity’s experience lay with fundraising campaigns. We wanted to tell these emotive, unexpected stories while also driving donations for Childhood Rescue to support these communities. We wanted to partner with an agency that understood how to link a powerful creative idea to drive fundraising results.’
Ntegrity is Australia’s foremost agency serving not-for-profit (NFP) brands, delivering state-of-the-art digital marketing campaigns that engage younger donors. Last year alone, the agency generated $18 million in revenue for its clients including The Salvation Army, Beyond Blue and Movember. Demand for ntegrity’s digital and creative expertise is growing beyond Australia too, as evidenced by its partnership with World Vision International.
‘It’s a dream to partner with World Vision International,’ Richenda Vermeulen, CEO and founder of ntegrity said. ‘With such a large global reach, this is an unparalleled opportunity to inspire a new generation of donors across the globe to show up for vulnerable children in the most fragile contexts.’
The full campaign includes a number of key ‘energy moments’ throughout the year and is designed to interrupt the usual content audiences see online. The first campaign video (seen above), produced in partnership with Jack Nimble, premiered on Earth Day, April 22, highlights the surprising link between climate change and child sexual exploitation. The next ‘energy moment’ is set for World Refugee Day on June 20.
