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Shanelle Newton Clapham on creating and testing brave marketing messages for women’s rights organisation ActionAid.

Bold messaging charity campaignsOriginally published May 2020

I’m a marketeer, so I love nothing more than clever copy and an ad or message that gets straight into the heart of the target audience.

So, when ActionAid asked me to “go harder” with bolder language that stepped (a bit) outside their brand voice, I was thrilled.

Over the years, I’ve learnt that if I show examples of other organisations that have done something similar, such as be bold, then my [less conventional] concept is more likely to get approved. So, before I started putting together the bolder ad creative for ActionAid, I went searching for feminist, and in general bold, charity campaigns from around the world.

And OMG did I love finding all these amazing charity campaigns with creative, fun, smart, interesting and bold messages, which you will see in my blog about the best bold charity campaigns across three different sectors.

But right now, I want to tell you about the ActionAid message test that brought…
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