Aviva

A corporate social responsibility success story

The Challenge

Finding a smart way to speak to small groups

As it entered its third year, The Aviva Community Fund – Aviva’s corporate social responsibility initiative which awards money to charities and not-for-profit organisations – needed to be repositioned to better connect with a key audience. The fund wasn’t receiving applications from small community groups, because these groups didn’t deem their needs great enough for consideration.

How could Aviva engage this audience and make a big social impact in the places it matters most?

Farsley Girls FC Giant Football
Mack studying engine

The Big Positive Impact

Demonstrating that small amounts can make a big impact

We realised the only way smaller groups would consider applying was if they could see how others just like them had benefited.

Through an integrated campaign, we shared previous applicants’ stories – making real, human experiences the main focus, not monetary value. For example, we showed how a village hall film projector battled rural isolation and loneliness, and how girls’ football kits built self-esteem in a new generation.

More Work

Kobold Tile
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REFRESHING A LAUNCH STRATEGY FOR A FRESH NEW LAGER

Launching a lager after lockdown hit.

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BI Listing
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CONNECTING PET OWNERS TO PET EXPERTS

Using insight to build the social community pet parents were searching for.

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