For people living in the world’s most fragile places, extreme poverty, conflict and disaster become part of everyday life, turning ordinary activities into daily struggles for survival. Concern Worldwide work alongside people facing extreme situations to overcome these challenges and build futures.

With humanitarian needs rising at an unprecedented pace, aid budgets being cut and weakening public solidarity, Concern needed to respond with clarity and focus. They required a clear UK brand proposition, compelling narrative and campaign that would resonate with UK audiences. Something with longevity, cut through and authenticity.

Their global strapline ‘Ending extreme poverty, whatever it takes’ was a strong vision, yet research told us that audiences struggled to see their role in this powerful ambition. We needed a simpler, more powerful way to connect audiences to the extremes people just like us are facing, every day. 

Our brand strategy led to a new UK brand proposition ‘Let’s stop the extreme becoming everyday’. This acted as an active call to action and a springboard for the brand campaign, creating powerful contrasts between ordinary life and extreme circumstances. A journey to work becomes a journey through danger. Buying food becomes a struggle to find enough. Planning for the future becomes simply getting through the day.

Working within the existing global brand constraints, we developed a distinctive and flexible visual campaign approach. In partnership with Blonde creative studio, we brought this to life across TV, Radio and Social media.

Listen to the radio ad here.