We collaborated with Scripture Union (SU) NSW to develop their EOFY fundraising strategy, focusing on critical youth work and support programs in public schools. To map the current landscape, we interviewed Scripture teachers, ministry workers, and student leaders. We learned that it’s increasingly difficult for students to hear the gospel in schools, and reduced funding is one of the contributing factors. Our goal was to create a strategy that moved beyond statistics to highlight the real, human stories unfolding on the ground. We needed a campaign that could mobilise a loyal donor base to protect opportunities for students talking openly about their faith. 

Empowering the next generation

We developed a call to action that our audience could stand behind : ‘Back the Brave’. This messaging strategy centres around supporting the students who run the groups that meet in public schools every week. We brought this to life through a visual identity featuring hand-drawn illustrations and photography that captured these everyday students as positive ‘lights’among their peers. The multi-channel solution included a landing page, social media content, and appeal letters, capped off by a feature interview on Hope 103.2. By the conclusion of the campaign, SU NSW successfully reached their ambitious fundraising goal.