Women for Women International is launching a national direct and digital marketing campaign designed to inspire people to “Support a woman, not a charity”.
The campaign, devised by Lida, aims to connect UK women (sponsors) with women survivors from war-torn countries, such as Afghanistan, the Democratic Republic of Congo, Bosnia & Herzegovina, Iraq, Kosovo, Nigeria, Rwanda and South Sudan, by sponsoring them with a monthly donation of £22 for 12 months.
This money funds a year-long holistic training programme that provides a woman with the skills, tools and education she needs to support her family and ultimately transform her life.
Tasked with recruiting 680 female sponsors in 2015, Lida has developed a direct mail pack that will be sent to 500 donor targets to coincide with International Women’s Day (IWD), on Sunday March 8. Additionally, over 1,000 packs will be given out at Women for Women events around IWD.
The mailpack consists of a business card that sits in an outer bearing the words “The most important contact you’ll make all year”. Once opened, the prospect will find a sleek black business card with copy that illustrates the background of one woman’s plight, “Esther Mukande. Widow, genocide survivor, illiterate.” Turning the card over, recipients see how sponsorship has turned this woman’s life around. The copy reads “Esther Mukande. Business owner. Employer. Inspiration.”
Taking the business card out, the targeted prospect will see the campaign’s call to action “Sponsor a woman survivor of war and help turn her life around”, which will drive people to the campaign’s landing page, also developed by Lida: mostimportantcontact.com
The campaign will target successful, affluent women, to whom networking and making contacts is an everyday occurrence (and to whom £22 a month is easily affordable). It also aims to make a connection between sponsors and women who share their same sense of drive and ambition, despite being born into very different worlds.
Lida executive creative director Nicky Bullard said: “The role of this work is not to help women who’ve suffered unimaginable horrors to survive, but to thrive. Playing on the importance of networking, we’re mailing women who are at the top of their tree here in the UK, and asking them to turn the life around of a woman who has just as much drive and ambition, but doesn’t have the means to make it happen. To say we are delighted to be involved in this project is an understatement.”
