What makes a great charity campaign? Our favourite examples of standout branding, messaging + impact
Some charity campaigns grab your attention in the moment - but then fade from memory just as quickly. Others stay with you for years, shaping how you see a cause and inspiring you to take action. But what is it that makes a campaign stick?
We’ve seen plenty of charity campaigns that have made a lasting impact. So we got together to chat about the ones that really stood out to us - campaigns that made us laugh, cry, donate, or even take part ourselves.
Here are some of our favourites, and what we think makes them so effective.
Matt’s pick: The Orangutan Project’s Rescue of Vivy
One of The Orangutan Project’s campaigns that truly stood out to me was the rescue and rehabilitation of Vivy, a critically endangered Bornean orangutan. In April 2024, Vivy was found malnourished and critically injured in Borneo, suffering from a ruptured cornea and air rifle pellets lodged in his body.
After months of rehabilitation at the Bornean Orangutan Rescue Alliance centre, Vivy was successfully released back into the rainforest in October 2024.
What made it memorable?
The storytelling was incredibly compelling. The campaign followed Vivy’s journey from his traumatic injuries to his triumphant return to the wild. Seeing the transformation unfold, from scared and fragile to strong and thriving, was unforgettable.
How did it make you feel, and did it inspire you to take action?
Seeing Vivy’s recovery was emotional - it really drove home how important conservation efforts are. It also made me more conscious of the urgent need to protect orangutan habitats.
What’s one thing other charities could learn from it?
Focus on individual stories. It’s one thing to hear statistics about endangered species, but following the journey of one animal or person makes the cause feel personal and real.
Jess’s pick: Running for Premature Babies
Running for Premature Babies is a charity founded by Sophie Smith after she lost her triplets, Henry, Jasper, and Evan, who were born prematurely. Having had a premature baby myself, I found her story incredibly moving.
What made it memorable?
Sophie turned personal tragedy into something incredibly impactful. The campaign isn’t just about fundraising - it’s about honouring the lives of premature babies and creating a community of support through running events.
How did it make you feel, and did it inspire you to take action?
It made me emotional but also in awe of Sophie’s resilience. The campaign creates a sense of unity and purpose, making people want to get involved.
What’s one thing other charities could learn from it?
A deeply personal and authentic story can be a charity’s most powerful tool. When a campaign feels real and human, it connects with people on a whole new level.
Ian’s pick: Cats Protection’s Lifeline for Ava & Mr Biggles
Cats Protection is the UK’s leading cat welfare charity, and their Lifeline for Ava & Mr Biggles campaign was a standout for me. Recognised as Third Sector’s Marketing Campaign of the Year, it highlighted the journey of two rescued cats, showing the difference that care and rehabilitation can make.
What made it memorable?
The emotional storytelling really connected with people. The campaign used engaging visuals and narratives to bring Ava and Mr Biggles’ stories to life, making the charity’s mission feel personal and urgent.
How did it make you feel, and did it inspire you to take action?
The campaign sparked real empathy and a sense of urgency to help. Seeing the impact of Cats Protection’s work motivated people to donate, volunteer, or adopt.
What’s one thing other charities could learn from it?
Personalised storytelling is key. By focusing on individual animals, the campaign humanised the issue, making it more relatable and emotionally powerful.
Abi’s pick: YoungMinds’ Hello Yellow
One charity campaign that really stands out to me is Hello Yellow by YoungMinds. Every year on World Mental Health Day, people across the UK wear yellow to show young people they’re not alone with their mental health. It’s a simple but powerful way to raise awareness and spark conversations.
What made it memorable?
The bright yellow visuals are instantly recognisable, and the campaign creates a real sense of unity. It’s not just about donations - it’s about participation. Schools, workplaces, and individuals all get involved, making it feel like a nationwide movement rather than just a fundraising appeal.
How did it make you feel, and did it inspire you to take action?
There’s something really uplifting about seeing social media flooded with yellow and knowing that so many people are standing in solidarity with young people. It makes mental health feel like something we can openly talk about, rather than a taboo subject.
What’s one thing other charities could learn from it?
Simplicity is key. Hello Yellow works because it’s easy, inclusive, and instantly recognisable. Charities can take inspiration from this by creating campaigns that lower the barrier to participation - something that makes people feel part of a movement without needing to make a big financial or time commitment.
So, what can other charities learn from these campaigns?
The power of storytelling: Personal, emotive stories create real connections and make people care.
Strong visuals matter: Compelling images and videos can elevate a campaign and make it more memorable.
Make it easy to get involved: Whether it’s wearing a colour, signing up for an event, or donating, simple actions encourage participation.
Community-driven campaigns have impact: When people feel part of something bigger, they’re more likely to engage and spread the message
The best charity campaigns don’t just inform - they inspire action. What’s a campaign that’s stuck with you?
We’re here to help
A great charity campaign doesn’t just raise money - it builds a movement. If you want to create a campaign that stands out and inspires action, we can help. At olio creative, we specialise in branding, messaging, website design, and strategy to make sure your campaign makes the right impact.
Get in touch to chat about how we can bring your campaign to life!
