Annual report: Trust Thamesmead

The community development agency's latest report has a magazine-style format that reaches out to a wider audience

Trust Thamesmead's latest report
Trust Thamesmead's latest report

Organisation: Trust Thamesmead
Agency: Dan Warnke (local designer)
Spend: £7,000

Trust Thamesmead is the community development agency working in the Thamesmead area of south-east London. It delivers direct services and works with others to improve the quality of the lives of more than 30,000 local residents.

Format and audience

The charity's 60-page full-colour annual report is aimed at the residents, the charity's key stakeholders and potential partners and funders.

Design and content

The report, which was written in-house by the head of marketing and communications, looks and feels like a magazine. It mixes features - including information on community halls and centres, groups and pre-schools, and interviews - with shorter case studies, enabling readers to dip in to the report. Income and expenditure is clearly laid out and the head of finance gives an overview of the financial position.

Cost and practicalities

The print run was 2,000. The format proved better value for money than in previous years, so 1,600 more copies were produced for the same budget as last year. It is being distributed through local community groups, health centres and libraries, and is available on the trust's website.

What is distinctive about it?

This is not a typical annual report. The magazine-style format reaches out to a wider audience with its fresh, friendly and informal design.

Trust Thamesmead says:

"It was felt we were missing a trick and, if we could come up with a format that would appeal to a wider audience, we would be able to reach the most important one - the residents of Thamesmead."

SCORE:

Design: 5
Readability: 4
Content: 3
Transparency: 3

Total 15 out of 20

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