JustGiving invites the nation to find your ”Jing”
JustGiving, the world’s most-trusted online fundraising platform, and purpose driven strategic and creative agency GOOD launch JustGiving’s first above-the-line brand campaign. The multi-channel, integrated campaign aims to inspire the nation’s fundraisers by celebrating that feel-good, do-good fundraising feeling: “Jing”.
The campaign celebrates those jolts of joy people feel when they help others, that visceral feeling every fundraiser can relate to – whether they’re falling across the finish line of a marathon or creating the perfect cake for a bake sale. The integrated campaign includes TV, BVOD, radio, digital and social and launched in a prime-time spot on Sunday 19th September during Who Cares Wins on Channel 4.
GOOD partnered with media agency M.I media to prioritised contextually relevant, dopamine hit media in line with the creative for both TV and radio. The adverts were produced by Partizan Productions.
GOOD were appointed as JustGiving’s lead creative agency earlier this year after a competitive pitch, and this is the first television campaign JustGiving has delivered.
Andy Powell, Creative Director at GOOD said “So many other cultures and languages have words for feeling good by doing good, so it’s about time we had one too. This is a true celebration of every single Jing – from exhausted joy to determined pride – that captures the fantastic range of fundraising efforts across the nation.”
Stacey Buckingham, Head of Marketing at JustGiving, said “As the world’s most-trusted fundraising platform, we wanted to celebrate the incredible work fundraisers do across the UK whilst also creating an ownable brand asset to be used across all communications. From the beginning, GOOD really understood what we were trying to achieve, and the creation of Jing has been a tremendously exciting process from start to finish, marking a real step-change for us as an organisation.”
Posted by Katie Daley
