Turning a quiet charity into a powerful champion

THE CHALLENGE

Cutting through the noise

We’d worked with Les Amis since 2014, bringing their workout of the shadows and giving them – and their service users – a voice. But by 2019 they realised they needed to go even further, from noble charity to serious campaign-driven organisation.

And the world around them had changed too. Fuelled by social media, the culture of protest had grown, and global causes were big news. All contributing to cause-related fatigue among the public.

With so many issues to care about, people felt overwhelmed, unable to do anything, and ultimately apathetic. Les Amis needed to give people something more tangible to focus on, local causes that would inspire them to create change they could actually see.

THE CHANGE

Finding a positive new voice

We focused on changing the brand narrative for Les Amis, developing a new strategy that brought their audience closer, included them and inspired them. We took a copy-led approach, using inclusive language and sharing their vision for the future.

We introduced the sign-off “Empowering you, empowering us” and launched the campaign under the tagline “Together we are stronger. Together we are rewriting the story of disability.”

Where other issues seemed overwhelming, we were able to offer positivity, hope, and the chance to actually make a difference. And this message followed through into community-minded fundraising activities, using the power of positivity to get people involved and drive action. With incredible results.

RESULTS

Powerful, real-world change

We’ve been able to launch powerful campaigns and initiatives to engage not just the public, but corporations and politicians too. After years of campaigning and fundraising, we’ve finally had permission from local officials to build a new dementia care unit for older people with learning disabilities.

It’s a huge victory, giving vital care to some of Les Amis’ most vulnerable service users, while also freeing up beds for other local people. It shows that with a strong, positive brand voice contributing to their ever-growing campaign power, anything is possible for Les Amis and the people they support.