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?
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.
The results
The good news didn’t end with the good causes
Showing human stories drove real, emotive reactions. The Aviva Community Fund received submissions from 6,520 projects – a 67% increase on the previous year. With the campaign making over 28 million impressions and racking up over 5 million video views.
The results
The good news didn’t end with the good causes
And as a corporate social responsibility exercise, things couldn’t have gone better. 35% of participants felt the experience positively affected how they felt about Aviva.
More Work
Turning corporate banking comms inside-out
Generating engagement among a new generation.
Find out more
