Save the Children

A digital fundraising campaign leading with impact, not dollar handles

Background
Save the Children launched a digital-first campaign to grow one-off donations and reach new audiences, particularly younger donors. The concept focused on childhood malnutrition and challenged traditional fundraising approaches by shifting the narrative from “how much will you give” to “how many lives will you help save?” Anchored in the real story of Abdi — a 17-month-old boy facing severe malnutrition — the campaign aimed to make the impact feel personal, urgent, and actionable.

Role
I worked on the campaign strategy and creative development including co-running a client workshop. I helped shape the messaging framework and led the concepting of platform-first assets across Meta, Google, and TikTok. I contributed to art direction and messaging variations designed to test different emotional and rational drivers, and collaborated closely with media and strategy to ensure alignment across all assets.

Delivery & Impact
The campaign rolled out across paid social and search as part of a broader test-and-learn acquisition effort. It introduced a fresh creative approach for Save the Children, combining donor-first storytelling with platform-native formats to build resonance with a younger audience segment.