ActionAid
Not-For-Profit
It’s 2020. Australia burns, COVID hits, and unprecedented times become all too normal.
How do you inspire people to take action when everyone’s asking for help?
ActionAid Australia, a global women’s rights organisation, has spent decades working to empower women on the frontlines of injustice to transform their communities. With the emergence of COVID and the ensuing economic problems exacerbating existing inequities, their invaluable work is even more critical. And while Australians were eager to step up to help those in need, there was no shortage of causes to support.
ActionAid was faced with the considerable challenge of needing to stand out from the 63,000 other charities in the country, each needing more support than ever before.
Act first
Sometimes, the solution is right in front of you. Action is truly at the heart of what ActionAid do – what they needed was a way to emphasise it. We took the iconic exclamation mark from the logo and put it front and centre, using it as a device to convey emotion from joy to surprise, action to urgency. A simple idea that expresses their core belief that nothing ever changed without action.
Scroll. Stop. Donate.
The ActionAid identity needed to work hard across multiple channels, but particularly in social. The core brand colours – red and white – demand attention and serve as an instant call to action. The modular system is simple to use and effective in stopping people mid-scroll to take action for women’s rights.
Re really listened to our challenges and our feedback throughout the project. Their expertise in brand strategy, design and copy is evident in our new brand manifesto and guidelines. They worked beyond the initial brief and created additional templates and a toolkit to enable us to launch an online emergency fundraising appeal in an instant and is an invaluable asset for us.
Maeva, Head of Fundraising – ActionAid Australia
Express yourself
ActionAid communicates across a broad range of topics, from crisis response, to climate change, to comedy festivals. It was important they had the ability to flex to meet the needs of each audience. We developed a suite of exclamation marks that express laughter, urgency, astonishment, protest and more.
