Clarity is king
DofE
Brand awareness campaign
An impactful campaign to highlight the cause behind the well-known organisation.
What we did
Concept
Strategy
Copywriting
Design
Art direction
Project management
We’ve all heard of the Duke of Edinburgh’s Award: hiking, camping, teamwork, resilience, personal growth. But did you know that DofE is a charity?
The team approached us with a brief with clear goals and objectives:
The takeaway? For everyone to understand that DofE is a charity
The focus? The positive impact the initiative has on young people’s self-esteem, resilience, confidence, and mental health.
The objective? Raise awareness among a set of distinct target audiences.
As always, we started by digging into the background – most notably a piece of super-thorough research by Eden Stanley. Our audience's interests, concerns and habits were at the forefront of our brainstorming and early ideation.
Next, concept. We toyed with animations, acronyms and abstract metaphors. But in the end, decided that clarity - and in this case charity - was king.
But we couldn’t just say “We’re a charity”.
The charity of what?
DofE is the charity that boosts confidence, forms friendships, and instills lifelong skills.
So our creative used bold, punchy action shots and snatches of real speech to show the emotions of self-belief and exhilaration that doing DofE instills in young people.
We show a young boxer, refusing to give up, sports teammates arm in arm, a (perhaps) unexpected gardener discovering their passion, a public speaker finding their flow, and a hiker not letting the rain dampen their spirit.
The final suite includes a range of statics and motion to share across the campaign.
