Problem

Approaching 100 years, this ground-breaking charity was in need of a strategic refresh to stay modern and relevant to a new generation.

Approach

• We built a core strategy team of Fawnbrakers, supplemented by TV and Film experts

• Focused attention on the Looking Glass mental health survey to use as relaunch platform

• We used influencer tactics to drive engagement and virality

Deliverables

• Brand Positioning “for life behind the scenes” - purpose, personality, behaviours

• Brand World - including logo, 360 visual narrative

• Online Film - directed by Tim Pope, tweeted by Stephen Fry, viewed over 2 million times

• PR/Media campaign - leading to beating survey fulfillment target by 8x