December 1st is World AIDS Day, a global event that spreads continued awareness of the virus and acts as a fundraising focus for many associated organisations and individuals. Working in conjunction with Crusaid, Black Salt developed a three month campaign that was specifically targeted at 16-25 year olds, generating awareness of the many essential services provided by charities within the sector, and creating a fresh appeal for public support.
Black Salt created an identity for the campaign, using an urban theme designed to appeal to the target audience, and built a compelling online experience that incorporated bespoke photography, comments and video of a wide range of celebrities that had generously offered their support to the appeal.
Using sophisticated database marketing techniques, social media and creatively communicating genuine reasons for peer groups to spread the word, the campaign reached tens of thousands of young people nationwide, more than doubling its set objectives in terms of reach and money raised through the appeal.
“Black Salt’s intuitive and experienced grasp of the fundamentals of engaging with an audience paid dividends in the thinktalkactgive campaign. From concept right through to final delivery, Black Salt were always innovating, always delivering value. Clever strategies and flawless execution are essential components, and they deliver both”
