Annual report: Brandon Trust

The learning disabilities and autism charity decided to present its report in the form of a travel blog

The Brandon Trust's annual report
The Brandon Trust's annual report

Organisation: Brandon Trust
Agency: In-house
Spend: £8,000

Format and audience

The Brandon Trust is a Bristol-based charity that supports people with learning disabilities and autism. It works across south-west England and London. The trust's annual report was written as a travel blog by Mark, a fictional character representative of those with learning disabilities supported by the charity. The report, chronicling Mark's visits to the trust's front-line services and called Mark's Excellent Adventure, was sent to stakeholders, including the friends and families of beneficiaries, health commissioners, companies and supporters.

Design and content

The aim was to produce a document that did not look like a traditional annual report. A cartoon of Mark appears throughout; it also has a graphic style, featuring illustrations, photographs and real-life stories that give it the feel of a scrapbook. Its lively design and diary-style entries make the report fun and informative. At one of his visits, Mark is told about how the trust is coping with government cuts.

Cost and practicalities

The charity hired a freelance writer to carry out interviews with the people it supports and a designer to help put the document together. The cost also includes printing, illustrations, copywriting and the online version of the report.

The Brandon Trust says:

"We chose a travel blog theme as a relevant and engaging way to showcase the stories of the people we support. It is really important to us that the stories that are told in Mark's Excellent Adventure are authentic and not just our interpretation. We spent a lot of time working to ensure the voices and stories of people we support came through and were written in a clear and understandable way."

Score
Design: 4
Readability: 4
Content: 4
Transparency: 3
15 OUT OF 20

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