The creative process

Sometimes a single image or a simple phrase can trigger the most effective and memorable campaign.

For instance, the brief for Brooke’s coalmine appeal focused on the dreadful working conditions of the endured by donkeys and miners, but when I reviewed the photographer’s contact sheet I focused on images of this little foal,  playing on the hills and watching his mother go down the mine. The thought that he’d follow in his mother’s footsteps without the Brooke’s intervention led to different focus to the campaign which packed a powerful emotional punch.

It achieved impressive response rates of over 10% for cash donations and £38,000 yearly increase from Direct Debit donors.

Brooke's successful warm fundraising appeal featuring 'Choto'

The DM pack consisted of a provocative outer, a letter from the CEO and a leaflet which stated small with each reveal focused on the hard life of the donkeys (and men) working in the Pakistan coalminers and folded out into an A4 poster of little Choto