Published by isobel.regan@dontpanicprojects.com
Published Date 25.11.2022 Our relationship with the Disasters Emergency Committee (DEC) dates back to 2016, working together on digital marketing appeals in response to Cyclone Idai, Coronavirus, and the conflicts in Afghanistan and Myanmar.
When we were given notice for an appeal launch for Ukraine, we knew it would elicit a strong response from the public. We could never have foreseen quite how strong that response would be!
We’re incredibly proud to have been shortlisted in the two categories at the UK Search Awards, we entered for Best Use of Search Third Sector/Not-for-Profit and Best PPC Campaign (large) for our Humanitarian Appeal for Ukraine with the DEC.
The appeal was launched in March to raise funds to help those forced to flee their homes in Ukraine.
Our job was to maximise the digital visibility of the work by the DEC member charities, who have been in Ukraine and neighbouring countries since the start of the conflict, providing refugees and displaced people with essential hygiene supplies, food, blankets, and other forms of aid.
Throughout the appeal, we ran digital advertising across the Google and Microsoft Search Networks, Facebook and Instagram, and Google’s Discovery Network. The campaigns were fronted by ads and bold creative assets produced by our design team.
We implemented a full-scale creative test and learn programme, including mixing up images that foregrounded people, with infographics outlining key details from the conflict. And it meant A/B testing creative messaging that highlighted different aspects of the situation: from the government aid match pledge to specific details around the situation on the ground and how donor money helped.
This appeal set a new Guinness World Record title for the most money raised by an online campaign in one week. A massive £61,997,547 was donated online between 3rd-10th March 2022, with the current total standing at over £350m.
We are incredibly proud of our partnership with the DEC, and winning this award would be recognition for our paid media team, our partnership, and the DEC’s amazing and tireless work.
Read more about the project here.
A bit about us…
We are an employee owned digital agency working with not-for-profit and public sector organisations in the UK and around the world.
We design and build digital products and large content-managed websites, we’re the founding developers of Wagtail CMS and we deliver record-breaking campaigns across the full digital marketing spectrum.
Our clients include: The NHS, NASA, Samaritans, DEC, Oxfam, the Department for International Trade, the University of Pennsylvania and many more.
We’re also proud to have been recognised as a World Class place to work in this year’s Best Companies Survey.
