Overview

Just like any good recipe, it’s the culmination of key ingredients working together that make for a great result and CBMs Zimbabwe Appeal is just that.

Bringing the connection between donor and beneficiary was brought to life through strong imagery, with b&w treatment to create the urgency.  The copy emotive, with a simple, clear proposition which would resonate powerfully with CBM’s Christian audience.

With Zimbabwe in the grip of a large scale food crisis, millions of people were at risk of death… by starvation.  Furthermore, another 5 million people were in need of emergency food aid.

CBM plays a key role, not only to assist all people in a crisis but with the added focus on ensuring people with disabilities have a “seat at the table” and included in food distribution.

Challenge

Zimbabwe’s food crisis was massive – millions on the brink of death and even more requiring food aid to simply survive.

The challenge was not to overwhelm the donor, but to make the solution simple.  Steering away from asking donors to help the millions affected by the crisis, as this seemed impossible – but if every supporter can help just one or maybe even two children... that’s achievable... that’s life changing.

Solution

A simple proposition.

We didn’t want the donor to think about the large number of people that needed help. Because the only number that really mattered was one.

One heart. One gift. One child.

One gift sent to CBM today, can help save a child before the week is out.  It’s that simple.

Results

The results were above anything the client expected. With a planned income goal of $547,695, it well and truly exceeded this – achieving $637,467. Of course the pressure is now on to exceed this result next time – a challenge we’re up for.