BACKGROUND
For every child, a future.
UNICEF works in over 190 countries and territories to save children’s lives, defend their rights, and to help them fulfil their potential, from early childhood through adolescence. In Ireland, UNICEF raise much needed funds to support this global cause for children. They achieve this through the kindness of once-off donors, as well as through a community of monthly supporters and, now more than ever, legacy donors, those people inspired and committed to leave a gift in their will to support children.
CHALLENGE
Redefining legacy giving
UNICEF are acutely aware of the generosity of a gift in will, as well as the considerations and commitment the legacy giver makes in doing so. They asked us to help them build a legacy giving brand that captures what it truly means to leave a gift in your will to children through UNICEF.
OUR INPUTS:
- Stakeholder & Donor Interviews
- Workshop
- Brand Strategy
- Naming
- Tagline
- Messaging
- Visual Identity
- Digital
- Advertising
STRATEGY
Reflecting a lasting legacy
Through a number of groups and workshops we explored and examined the challenges and emotional rewards that a legacy donor experiences in that legacy gift. We spoke to those that had completed the journey and have included UNICEF in their will and those on the journey to completion to understand their experience. It’s a deeply personal matter for a donor, a sensitive matter that takes time, thought and reflection. We felt that this time spent under consideration is a result of the true meaning of leaving a gift in a will – it’s a reflection of a life lived and the values held – it’s a note to posterity.
THE MESSAGE
The joy of giving.
We developed the brand name ‘GoodWill’ to impart optimism and aspiration. Will-writing is a sensitive, and for some, a sombre matter, but through leaving a gift in your will to UNICEF you can spread true joy and brighten the lives of countless vulnerable children.
We also worked with UNICEF to simplify their messaging and hone a tone of voice that is always warm, practical and considerate to this unique audience.
THE VISUAL IDENTITY
And we all shine on…
Through the visual identity we wanted to communicate positivity, the celebration of life and the passing on of cherished values. The vibrant, eye-catching colour palette lends an uplifting feel and allows for dynamic design applications, while the Univers typeface strongly links back to the UNICEF parent brand. GoodWill’s graphic devices drew inspiration from ancient Karmic Astrology symbols where the simple deconstructed circle communicates both reflection and continuation. The devices are a practical and flexible component within the brand’s toolkit and help form part of what is an overall distinctive and ownable identity.
UNICEF Ireland worked with Principle in developing a unique brand proposition for our legacy giving campaign. The challenge we set Principle was to develop uplifting and inspiring creatives and messaging which could sit within our parent brand architecture and importantly stand out from our ongoing humanitarian and emergency campaigns.
Principle were a joy to work with throughout the project and delivered on time and within budget. They understood our audience and delivered a brand toolkit which has a distinct tone and personality and are continuing to work with them across the development of our ongoing legacy giving campaign.
