Campaign Playbook

30-DAY DRIVE
PLAYBOOK

Fall 2018

1

CONTENTS

Overview
Theme Background
Theme & Meaning
Theme Tonality
Messaging Architecture
Messaging Bank
Creative Examples

CNhaitlidvreeDn iIgnitaelrna| tioCnhaildren International

30-DAY DRIVE: THEME BACKGROUND

Our Emergency Waiting List

THEME

2,000 kids. 30 days. Let’s do this.

This theme focuses on helping more than 2,000 children on our Emergency Waiting List
find the sponsors they need. The time period is urgent because (1) these are critical
developmental years in a child’s life and (2) the longer these children and youth wait to be
sponsored, the less support they receive, and the more susceptible they will be to the
negative effects of poverty. Let’s get these kids sponsored, so they can get the support
they need to overcome poverty and transform their lives.

NCahitlidvreeDn iIgnitaelrna| tioCnhaildren International 3

30-DAY DRIVE THEME & MEANING

2,000 kids. 30 days. Let’s do this.

Children living in poverty face harsh realities every day: hunger
and malnutrition, limited access to education and medical
services, discrimination and isolation, few employment options
and much more.
Through sponsorship, you can help a child overcome these
hardships to create a promising new reality. Sponsor one child
today, and help us change the lives of 2,000 in the next 30 days!
Together, we can make it happen.

NChaitlidvreeDn iIgnitaelrna| tioCnhaildren International INTERNAL
MESSAGING

30-DAY DRIVE THEME TONALITY

Energetic

Conveying a sense of urgency, inviting and inspiring people to act.

Real

Clearly painting a picture of need to indicate the many hardships these kids face.

Connected

Asking new and existing sponsors to join forces in transforming the lives of 2,000 kids.

CNahitlidvreeDn iIgnitaelrna| tioCnhaildren International 5

30-DAY DRIVE MESSAGING – NEW & LAPSED AUDIENCES

PRIMARY: 2,000 children. 30 days. Let’s do this. Children living in poverty face harsh realities every day: hunger and
malnutrition, limited access to education and medical services, discrimination and isolation, few employment options
and much more. Through sponsorship, you can help a child overcome their hardships to create a promising new
reality. Sponsor one child today, and help us change the lives of 2,000 in the next 30 days! Together, we can make it
happen.

Reasons to believe
• Poverty disproportionately affects children. According to a 2016 study from the World Bank Group, about 767

million people globally live on less that $1.90 per day; half of them are under the age of 18
• Through a one-to-one relationship, sponsors give a vulnerable child access to a knowledgeable and caring team, a

safe space and a realistic path out of poverty
• For only $36 a month, sponsors connect a child with access to medical, educational and mental health benefits, as

well as job training and employment opportunities
• CI invests in the development of children from the ages of 2 to 24, ensuring they grow into healthy, productive

adults equipped to end the cycle of poverty for generations to come

SUPPORTING MSG #1: THESE ARE CRITICAL YEARS SUPPORTING MSG #2: WHAT IT MEANS TO BE A
SPONSOR
Children go through critical stages of development during the For $36 a month, you can invest in kids around the world – and
first 20 years of their lives. For kids growing up in poverty, this help them change their lives for good. Your support gives
can be a tricky time. More susceptible to dangerous children access to a long-term program designed to correct
environments, unsanitary conditions and negative the negative effects of poverty through all stages of
relationships, they may feel the impact for the rest of their development. It includes access to safe spaces, supportive
lives. Help them before it’s too late! Surround them with the teams and age-specific programming that builds life skills and
support, resources and opportunities they need to thrive. lasting confidence.
Sample copy
Sample copy • Just $36 a month can change a life for good.
• 30 days. 2,000 kids. One is waiting for you. • Invest in a child today. Break the cycle forever.
• Give help and hope to a child before it’s too late.
6
Native Digital | Children International
Children International

30-DAY DRIVE MESSAGING – ACTIVE FILE

PRIMARY: 2,000 children. 30 days. Let’s do this. As a Children International sponsor, you know that children living in
poverty face harsh realities every day: hunger and malnutrition, limited access to education and medical services,
discrimination and isolation, few employment options and much more. Through sponsorship, you help a child
overcome their hardships to create a promising new reality. Sponsor one more child today, and help us change the
lives of 2,000 in the next 30 days!

Reasons to believe
• Poverty disproportionately affects children. According to a 2016 study from the World Bank Group, about 767

million people globally live on less that $1.90 per day; half of them are under the age of 18
• Through a one-to-one relationship, sponsors like you give a vulnerable child access to a knowledgeable and caring

team, a safe space and a realistic path out of poverty
• Sponsors connect a child with access to medical and educational benefits, as well as job training and employment

opportunities
• CI invests in the development of children over the long term, ensuring they grow into healthy, productive adults

equipped to end the cycle of poverty for generations to come

SUPPORTING MSG #1: THESE ARE CRITICAL YEARS SUPPORTING MSG #2: THEY NEED YOU
You know how great it feels to invest in a child, build a
Children go through critical stages of development during the relationship with them, see how much they accomplish over
first 20 years of their lives. For kids growing up in poverty, this time. It’s so important for kids in the Children International
is a tricky time. More susceptible to dangerous environments program to have the unwavering support of a sponsor like you.
and unsanitary conditions with little access to education, they Are you willing to cheer on another child who’s without a
may feel the impact for the rest of their lives. Help before it’s sponsor? Join us in our goal to sponsor 2,000 waiting children
too late! Surround them with the support, resources and in the next 30 days! They need you now.
opportunities they need to thrive. Sample copy
• You are the difference.
Sample copy • Sponsor another child. Do more good in the world.
• The time is now.
• Give help and hope to a child before it’s too late. 7

CNhaitlidvreeDn iIgnittaelrna| tioCnhailldren International

30-DAY DRIVE CREATIVE REFERENCE: LOGOS (ENG)

NCahitlidvreeDn iIgnitaelrna| tioCnhaildren International 8

30-DAY DRIVE CREATIVE REFERENCE: LOGOS (SP)

NChaitlidvreeDn iIgnitaelrna| tioCnhaildren International 9

30-DAY DRIVE CREATIVE REFERENCE: COLORS primary colors
30-day drive
identity 10

4 color
Light orange: C4 M78 Y95 K1
Main orange: C10 M89 Y100 K2
Dark orange: C17 M100 Y96 K8

1 color
PMS: 7597
Light: 60%, Main: 100%

Web
Light: #df5f4c
Main: #d64227
Dark: #b84025

NCahitlidvreeDn iIgnitaelrna| tioCnhaildren International

30-DAY DRIVE CREATIVE REFERENCE: TYPOGRAPHY

Headlines: Avenir Black, sentence case, large
Subheads: Avenir Book, italic
Body copy: Long form use Martel (google font), shorter blurbs
use Avenir Light for black/gray on white and Avenir Book when
using white on a dark background.

CNhaitlidvreeDn iIgnitaelrna| tioCnhaildren International 11

30-DAY DRIVE CREATIVE REFERENCE: IMAGERY & PHOTOS

+ Fátima, age 12, Mexico
+ Images should provide context of poverty and communicate

need
+ Eye contact, looking at viewer, engaged, hopeful and positive –

not angry, not happy
+ Pull background color saturation to about 55%, so child pops

and background recedes a little

CNahitlidvreeDn iIgnitaelrna| tioCnhaildren International 12

Fatima Garcia

age 12
Mexico
CID 1289414

CAMPAIGN IMAGES

30-DAY DRIVE TACTIC EXAMPLES

CNhaitlidvreeDn iIgnitaelrna| tioCnhaildren International 14

TACTIC EXAMPLES (CTD) 15

CNahitlidvreeDn iIgnitaelrna| tioCnhaildren International

FOR QUESTIONS, PLEASE SEE: 16

Brooke Barrier

[email protected]
Director of Audience Marketing
Communications

Kim Gampper

[email protected]
Senior Marketing Manager

Children International