Stand up to Stigma campaign
In-House | Campaign and copy lead

The situation

We were trying to significantly increase income without growing the supporting base first. And, as a policy change charity, we were using complex and inaccessible language to describe our work on our social media and website.

The solution

I proposed the ‘Stand up to HIV Stigma’ campaign. It was story-focussed with a clear message and call to action to attract new leads and support direct mail activity. 

Direct mail

I interviewed a case study about his experiences of HIV stigma and wrote the letter from his perspective. I told his story in simple, personal and evocative language that felt human and spoke directly to the donor. 

The appeal achieved a 5% response rate. This was a strong response for a supporter base not used to receiving direct mail.

Lead Generation: landing page and ads

I stripped landing page copy back to key, evocative messages to reduce friction and drive in-the-moment response.

I included a share to social and donate ask in the thank you sequence, to grab people when they would be primed to act again. 

I A/B tested Facebook ads with varying copy length and style - e.g. direct v storytelling - to understand the biggest driver of traffic. 

The campaign generated thousands of new leads who went onto an email journey to cultivate them into cash donors.