Raw Hope Fundraising Campaign
As an exercise, I rewrote copy for the Raw Hope campaign for international children’s charity World Vision. This version brings the children, who are at the heart of the campaign, into much sharper focus. Designed as an emotional appeal to the reader’s natural human instinct to protect vulnerable children, it doesn’t stint on hard-hitting facts in an effort to attract regular monthly donors. The aim was to revitalise the charity’s crusading work in the world's most dangerous countries. The old-school Courier typeface is deliberate – because it was easy to reproduce, and it works.