Manchester agency Creative Concern has helped develop the campaign creative of Do Something Funny for Money for Red Nose Day 2024.
Working alongside the team at Comic Relief, the agency developed the campaign concept, messaging framework, design toolkit, illustration sets and the Campaign Style Guide of Do Something Funny for Money for Red Nose Day 2024 – taking place this Friday, March 15.
Creative Concern’s brief was to ensure the creative and messaging approach connected with a broad range of Red Nose Day audiences, from those making a donation on their phone or organising fundraising activities, to major corporate supporters and broadcast partners such as the BBC.
The extensive campaign guide is used by many different organisations to guide and strengthen their fundraising activities.
The messaging approach considered the main campaign proposition and how this then translated into a series of messages, from overarching headline messages through to encouraging people to get involved, ask for donations, explain the case for support and say thank you.
The visual style guide covered all aspects of design from the logo lock-up, typography and colourways through to illustration style, use of photography and the campaign creative recipe. The design solution included the creation of new graphic shapes, textures, illustration sets and suggested compositions for use in broadcast, online and across promotional advertising. The guide was supported by creative assets that have been used by many organisations and broadcast partners, as well as schools and community groups.
Helen Thomas, design director at Creative Concern said: “Red Nose Day is such an iconic and well-loved brand, so our approach was to build on Comic Relief’s familiar campaign proposition of ‘Do Something Funny for Money’ but to inject some new energy, vibrancy and joy into the visual execution.
“Being funny is core to the identity but so is the transformative power of Red Nose Day. Getting the right balance between motivating people to get involved whilst also communicating the impact and need for support is at the heart of our approach. It’s been an absolute pleasure to work with the Comic Relief team on this important project.”
Creative Concern harnesses the power of communications as a force for good, creating brands and campaigns that matter. For over twenty years, the agency has been creating compelling communications to make the world a better, more sustainable place.
Register and get involved – including buying a red nose designed by fellow Manchester agency Meanwhile, at www.comicrelief.com/rednoseday/
