The Problem

The fundraising and donation space is competitive and cluttered, how does Halton Food For Thought cut through the noise?

Key Insights

The target audience for this campaign consists of 35+ individuals with disposable income and a philanthropic mindset. These Millennials seek to find connections and belonging through their individualism, niches and passions. They want to support causes that reflect their personal values. They crave authenticity and therefore do not place much trust in advertising. Moreover, when donating they look for impact and financial reports through either social media or on dedicated websites that emphasize convenience. Although they are faced with economic strains, they remain resilient and optimistic about their futures.