Children’s Rights, a national non-profit organization that protects the rights of children in child welfare, juvenile justice, healthcare, and immigration systems, had to restrategize its entire fundraising approach due to COVID-19. As traditional efforts like in-person events and galas disappeared overnight, a smart pivot in thinking led to a digital-first campaign that would rise above the noise of the growing, crowded virtual fundraising landscape. A current, action-driven narrative united corporate donors and individual donors in innovative ways.
Raise awareness of the profound impact Children’s Rights has on child welfare systems and adapt their in-person gala into a celebrity-studded virtual event.
Social Media Activation
Fundraising Campaign Strategy
Animated Short Film
Despite their work positively impacting over 1.5 million kids across the United States, Children’s Rights had relatively low awareness, especially across digital channels.
Our strategy led us to the insight that their work into improving systems for kids fit perfectly within the timely conversations around systemic change in the US. From there, we created the “Children’s Rights Are Never Wrong” campaign which worked as a foil to the divisiveness spearheaded by the 2020 Presidential Election.