Action Against Hunger | Content Strategy & Media Toolkit
“I would definitely recommend working with this team.`
It's refreshing to work with a content agency that is so open, honest, `
understanding and genuinely helpful. If I had larger content budgets, `
I'd definitely work with them on loads of projects!”
- Amanda Farrant, assistant director of communications, Action Against Hunger.
Each year, Action Against Hunger’s Love Food Give Food campaign
allows participating restaurants to contribute by inviting their patrons
to add £1 to their bill. It’s an easy way to make a real
difference, both for restaurants and for patrons.
Action Against Hunger were looking for a way to simultaneously
spread awareness of the campaign and to encourage other
restaurants to join. And like most charities, they were
looking for a solution that made their budget stretch the furthest.
allows participating restaurants to contribute by inviting their patrons
to add £1 to their bill. It’s an easy way to make a real
difference, both for restaurants and for patrons.
Action Against Hunger were looking for a way to simultaneously
spread awareness of the campaign and to encourage other
restaurants to join. And like most charities, they were
looking for a solution that made their budget stretch the furthest.
Strategy Workshop
We worked
together to unpack their strategy to find out what was working,
what wasn’t and how we could help. We shared in-depth
together to unpack their strategy to find out what was working,
what wasn’t and how we could help. We shared in-depth
comparisons of social media content across the charity space
and developed a brief collaboratively.
Our recommendation? A social media toolkit that individual
restaurants could use on their channels to promote the
Love Food Give Food campaign to their audiences.
restaurants could use on their channels to promote the
Love Food Give Food campaign to their audiences.
A Bespoke Social Media Toolkit
Up until this point, AAH had been recycling content,
sharing their own assets - mostly photography - with restaurants.
The problem was, many restaurants found the content
didn’t fit with their brand aesthetic, so they didn’t use the content.
We developed a range of assets - both editable and standalone -
that restaurants could use across their social media channels.
This included a mixture of hard posts for Instagram, Facebook
and Twitter and animated content for Instagram stories, including a sticker.
sharing their own assets - mostly photography - with restaurants.
The problem was, many restaurants found the content
didn’t fit with their brand aesthetic, so they didn’t use the content.
We developed a range of assets - both editable and standalone -
that restaurants could use across their social media channels.
This included a mixture of hard posts for Instagram, Facebook
and Twitter and animated content for Instagram stories, including a sticker.
Delivering Results For A Great Cause
While we’re proud of all the work we do with our clients,
this one was an extra special project, as it felt like we were able
to make a real difference for people in need.
this one was an extra special project, as it felt like we were able
to make a real difference for people in need.
With 500,000 views on the Instagram sticker alone,
the campaign surpassed even our expectations. But for us,
the only result we’re interested in is how the campaign
performed for our clients - and they were wrapped with the result.
the campaign surpassed even our expectations. But for us,
the only result we’re interested in is how the campaign
performed for our clients - and they were wrapped with the result.
Credits:
Strategist + Creative Director - Stefano Marrone
AM - Beatriz Aparicio
Producer - Marion Ratie
Art Director - Mathilda Holmqvist
Producer - Marion Ratie
Art Director - Mathilda Holmqvist
Copywriter - Andy Thomas
Designers - Zofia Mackiewicz, Malena De Luca, Steph Ramplin, Paddy O’Hara
Animators - Rob Scott, El Bailey
Workshop - Hilary Taylor, Mark Kershaw, Katie Belgioioso
Workshop - Hilary Taylor, Mark Kershaw, Katie Belgioioso
