Organisation: Plan UK
Campaign: Because I am a Girl
Agencies: Open Fundraising and KBH Media
The Plan UK train advert for its campaign Because I am a Girl contrasts the experience of women in the UK with those in the developing world. The posters, which first appeared in November 2011, make a low-level ask of £3 to help "fight forced marriage and keep girls in school".
Peter Cashman, innovation manager at the global children's charity, says the decision to focus on forced marriage was made to resonate with commuters, particularly women.
The posters have generated 18,000 text donations, worth £53,000. But more importantly, Cashman says, the charity now has 1,700 new regular donors, giving an average of £7 a month.
The campaign was devised to reach a different, younger audience and has also been promoted through direct-response TV, face-to-face and digital.
"I think that we've gained a huge number of supporters, which has helped to drive our income," says Cashman. "They are really good quality and very passionate about the cause."
The charity has recently launched a new poster that thanks donors. With the growing popularity of the channel among charities, Cashman says: "I think there is a formula that works - articulating a simple need and solution. It is a challenge for everyone in the sector. It is about how you make it look different and capture the public's imagination."
EXPERT VIEW: Chris Arnold, creative partner, Creative Orchestra
I first saw this poster on the Tube and was moved by it. Having a daughter myself, how could I not be? Posters are still one of the most effective media and a great way to reach people. The strategy is well targeted, single-minded and focused, unlike many campaigns that try to say everything to anyone. The execution is simple, but with a twist. It's sometimes a great art for a copywriter not to indulge when the facts do the work for you.
So it's no surprise that it has performed so well.
Total 9 out of 10