Forever Manchester - Brand Campaign.
When all the inspiration you need is in the answer to the simplest of questions.
What is it for?
Charity. Grant-maker. Dedicated team. Yes, but tell me, what is it for? One simple question, yet all the inspiration I needed could be found in the answer.
Leading a successful pitch to the senior team at Forever Manchester had meant first gaining a deeper understanding of the purpose of this charity. It had also meant understanding the challenges Forever Manchester faced when competing with other charities for committed donors.
Most charities have a powerful and singular emotional appeal, but as a community grant-maker with multiple positive outcomes, it was difficult for Forever Manchester to make the same level of emotional connection.
For uplifting stories.
Listening to a spine-tingling presentation from the Chief Executive, it was clear that community groups across Greater Manchester benefit greatly and in so many ways, from the grants made by this truly wonderful charity. More people are cared for, more lives made better, more smiles put on faces - that’s what Forever Manchester is for.
It was also clear that the people and groups who benefit all have powerful and uplifting stories to tell, and the telling of those stories would be the key to Forever Manchester being able to make those all-important emotional connections with donors.
For happy days.
Built around one short but very purposeful word, this campaign was created to tell the stories of those who have benefitted from Forever Manchester, and to do so across every touchpoint with one consistent, recognisable voice.
Stories of happy days, smiley faces and great stuff are told online, on social, in print, at events, and in pitches to corporate donors, ensuring everyone knows exactly what Forever Manchester is ‘For’.
For growth with soul.
Following the strategy for ‘Growth With Soul’ and using images, video and the written word, these are stories that touch people’s hearts, grow the Forever Manchester tribe and generate the important income that empowers positive change.
Project undertaken when Head of HT&E, the branding division of Seventy7 Group.