Giving Tuesday is one of the most important fundraising days for nonprofits across the world. The Multiple Sclerosis Society of Canada (MSC) asked us to create a campaign that not only stands out, but reduces the chances that their supporters will forget about this crucial day of giving.
To do so, we created an email and calendar invite that asked donors to save the date for Giving Tuesday. On the actual day, we focused our efforts on creating targeted social ads and website banners that would inspire Canadians to give.
In order to connect more deeply with Canadians, we also took a step away from MSC's graphic/iconographic style. Our decision to use touching human photos alongside warm, hopeful copy proved to be very successful.