Elizabeth Tofaris, Press and Communications Manager for SOS Children’s Villages UK said of Sable&Hawkes: ‘On a tight schedule, Sable&Hawkes were able to get to the heart of SOS Children and understood exactly what we were trying to achieve. They helped us refine and focus our attention on what was really important, quickly establishing a clear direction and offering a range of potential identities. Taking a collaborative approach, it felt as if they were on the journey with us, offering us expert, friendly support from beginning to end.’
The brief
Today in India more than a third of the population lives below the poverty line. Chronic poverty means children’s basic needs are neglected. They miss out on school and are often malnourished and in poor health. They frequently face the risk of exploitation and abuse.
Today in India it is estimated that:
- 8 million six to 14-year-olds are not in school
- 47% of children aged under three are underweight
- 53 million children work to support themselves or their families
SOS Children are transforming just some of these young lives by working with communities to keep families together and building new families for children at risk.
With this brief, SOS Children approached Sable&Hawkes to help them create an identity and headline messaging for the campaign, to raise awareness and sponsorship for their work.
Our solution
Adrian Kimpton of Sable&Hawkes takes up the story: ‘We started by constructing an easily understandable rationale which could carry the idea of what we wanted to communicate quickly and simply.
'What we do and what we experience in our childhood shapes our future, shapes our tomorrows. Through the campaign we are giving children in India a better future and by doing so we are going to make their lives better.
He continues: ‘From this reasoning we came up with a campaign name and strap line:’
Tomorrow in India
You can transform a child’s life
In validating the idea, Adrian explains: ‘Tomorrow is a conceptually rich theme. Tomorrow carries the hope that comes with a new day, a new start, a better life. The driving idea we wanted to get across is about practically shaping the future. Conceptually the future is clearly not set. We can act. We can make a difference. The construct of both name and strap line clearly defines the recipient, the fact that the campaign is international and closes with a straight talking, positive and practical outcome.’
He continues: ‘The campaign title is more editorial device than strict campaign name. What it allows us to do is to link explicitly the campaign name (Tomorrow in India) with an action and a positive outcome in a quick, simple to digest and memorable way. It means we can get a lot across in a short space of time with a device that can lead the campaign (name and strap) but also be the brief for the editorial approach we take. It will also allow us to adapt and amend messages depending on what we want to say and how direct we want to be.’
The campaign went live in January 2014 and further details of SOS, the campaign and how to get involved can be found at:
____________________________________