“This Halloween alone, almost 40,000 children will be forced into marriages that they are afraid of and not yet ready for.

So this Halloween, turn a symbol of fear into a lantern of hope, carve a heart into your pumpkin and show the world you’re taking a stand for children around the world living in fear.”

In a nutshell
Integrated campaign for World Vision to spread their brand message using social media, video, outdoor and online media.

The brand and the brief
World Vision asked us to create an integrated campaign using Halloween to create engagement and awareness for their brand positioning, Every Child Free From Fear. We created the ‘Night of Hope’ campaign with a focus on the issue of early child marriage. We used celebrity chef, Lesley Waters, to help promote this message and rolled out the campaign using Facebook, online banners, Pinterest, an online video and radio promotion with close collaboration with a PR agency. The campaign also included a ‘village takeover’ on the weekend before Halloween of a village called ‘Hope’ which was covered in the press.

The devil is in the detail
Once the branding and idea was in place, I created the print and online collateral including handouts, pull-up banners, online banners, webpage and Pinterest page creation. For the video, I created a photography brief, style guide and then led and directed the shoot itself which included directing the photography and video filming as well as Lesley Waters herself. I then produced the video itself using footage from the shoot and footage from Uganda for the case study. The video is a moving piece that explains simply how you can help and takes you on a journey through the story of Sylvia, who was helped by World Vision.

The Night of Hope campaign was featured as Third Sector’s Digital Campaign of the Week on 25 October 2013.