Railway Children Media Insert
The brief was to beat Railway Children's control insert. I decided to encapsulate their proposition on the cover, and instead of using a close up of a child's face (which is common in international development marketing), I made this stand out from the crowd by using a striking image of children waking up on a station platform as the rush hour begins. Rather than rounding up or down the prompted gift, I gave the precise amount that would save a child – £23.05. This is more believable than £20 or £25, especially when it's broken down inside the insert. Case studies and lots of need make this insert work really hard and it's currently the control, having 'beaten the banker' by 100%.