JustGiving: It Just Got Real

JustGiving is the original and biggest donation platform in the UK. But in recent years, GoFundMe had increasingly become the platform of choice for younger audiences (18-35). This campaign marked a shift away from the emotional positioning of previous campaigns that heroes longer-form storytelling on TV towards a more engaging, digital-led approach tailored to a youthful audience.

I led the campaign from brief through to delivery as we created three hero 15” films featuring real fundraisers from the JustGiving platform: Javeno, Matthew and Freya. The films were Directed by Mak Akay and Scenester Films and captured the anticipation and excitement fundraisers feel when they pull the trigger and sign-up whilst encouraging fundraisers to take action and start fundraising.

The campaign ran across Brand TV, OOH and digital (Meta, Tik Tok and YouTube) and ultimately led to a +5% increase in brand awareness amongst 18-35 year olds following the first burst of activity, alongside an increase in page-creations. Due to it’s success the campaign has ran again, in various forms on two occasions.