Annual review: Stonewall Housing

A desk calendar format works every time for the advice charity

Organisation: Stonewall Housing
Agency: In-house
Spend: £1,820

Stonewall Housing provides advice and advocacy on housing for lesbian, gay, bisexual and transgendered people in London.

Format and audience

The not-for-profit group's 2010 annual review was published in the format of a desk calendar for the third consecutive year. The organisation used to produce standard reviews, which were aimed mainly at younger people. It adopted the new approach after discovering that more older people used its services and thinking a calendar might appeal to all ages.

Design and content

The 26-page report contains standard financial information and reports alongside copies of press cuttings from the past quarter of a century to mark the organisation's 25th birthday this year. The cuttings show how times have changed: they include a 1987 Daily Mail article attacking plans to provide housing for lesbians.

Costs and practicalities

Printing and design for 1,200 copies cost £1,820. "It was quite a challenge summarising what we have achieved in the small number of words we could fit on each page," says chief executive Bob Green.

What's distinctive about it?

The calendar format is highly unusual and having financial data, a calendar and press cuttings side by side is initially confusing. But it's a well-executed product with a good balance of entertainment and information.

Stonewall Housing says:

"The desk calendar format has been a success because people can take it away from events and use it. We added press cuttings this year because we are celebrating our 25th anniversary."

SCORE
Design: 5
Readability: 4
Content: 4
Transparency: 3
Total: 16 out of 20

Topics:
Communications

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