ActionAid Hellas: Repositioning Digital Campaign
The redefinition of a brand through a new advertising approach is one of the most challenging things in Communication, especially when it comes to a non-governmental organization and a digital campaign.
At Vitamin Media, we believed in the work of ActionAid Hellas and collaborated with them to reintroduce the organization’s actions with a different approach on social media.
In July 2021, amidst the pandemic, ActionAid Hellas requested a new digital campaign that would holistically showcase its work, not just through the issue of child fostering.
The launch began with a series of “fake news” that the reader encounters in Greek online media. We took on the copywriting and created native articles with content that genuinely relates to real statistical data on issues that concern humanity, while also presenting the organization’s actions. To attract readers’ attention, we created striking headlines with pleasant news presenting an ideal world. We then presented the real news and the organization’s actions, focusing on the community behavior of Greeks and asking them to become part of the change for a fairer world!
We created content on social media (Facebook, Instagram, Twitter) presenting the “fake news”, as well as the organization’s actions through the microsite realchange.actionaid.gr. On social media, we focused on renewed and different content with images and videos, showcasing an “ideal” world. We invested in emotion to raise awareness among the public and to seek their support.
The digital campaign and the organic posts were complemented by targeted advertisements on social media, YouTube, and the Google Display Network.
