Standard Chartered: Seeing is Believing
Persuade football fans to engage with Seeing is Believing, a global programme to combat avoidable blindness, supported by Standard Chartered.
Our insight was that to persuade people to support a charity, they need to feel real empathy with it. With few people in developed countries having direct experience of avoidable blindness, we needed a creative approach to build that connection.
Using Standard Chartered’s partnership with Liverpool FC, we created a whole range of disruptive content and imagery to give fans a taste of what life might be like with impaired vision, including an emotive video with Jurgen Klopp and blurred out imagery of players in the media and on digital channels.
The campaign covered multiple fan touch points: PR in national media, content on Liverpool’s digital channels, social influencers, pitch-side advertising and the match-day programme. All of it drove the same message about imagining life without clear vision, along with a call to action to visit the charity’s website.
CIPR Award Winner (Best Corporate Social Responsibility Campaign) and The Drum Marketing Awards (Cause Related Marketing Strategy of the Year) nominee
82 pieces of media coverage across international media.
Social content achieved 18,000 shares and reached over 41 million people.
3,500 direct clicks to the Seeing is Believing website.
2016 was the most successful annual Seeing is Believing fundraising campaign to date.