International Aid has lost political and public support, and a coalition of charities across the sector wanted to understand what less engaged audiences segments think, and use a content strategy + full ad campaign to make them into inspired advocates for the sector.

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Following three years of research, we created targeted content strategies and campaign films that brought niche audience segments to life with authentic voices and compelling visuals.

Major (measured) positive shift in audience perceptions of aid’s effectiveness:

- Increased belief in aid’s role in peace, skills-building, and long-term benefits

- Significantly boosted motivation to support the sector

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