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The report would be WITNESS’s first in-depth printed external communication and needed to create a tone of voice and an identity to establish the organisation as an authority with both familiar and new audiences. As well as encouraging current supporters and demonstrating the effectiveness of video advocacy, the document had to help raise awareness of WITNESS’s work and introduce new supporters to the organisation.
The Design
WITNESS’s work is founded on visual imagery, so for impact Lippa Pearce decided to use powerful photography to show the people reached by the organisation. As well as showing case studies within the document, live imagery needed to be a major part of the report, so a DVD with samples of real video footage taken by partner organisations was produced to accompany it. Printed on recycled stock using soy-based inks, the printed report was designed to be the same size as a US video. Its simple layout, using pull out quotes in bold typefaces, contrasted black and white case studies with brightly coloured summary pages to emphasise the seriousness of the organisation’s remit but also highlight its positive achievements.
The Results
Since the report was released, donations made to WITNESS have gone up by 111 per cent. In 2004 the organisation surpassed its target of $900,000, collecting a total of $975,151 and by May 2005 total funds stood at $2,000,000, way above the year’s target of $1,400,000. This has enabled WITNESS to do more work around the world: a 2624 per cent increase in training has seen the number of groups trained by the organisation go from 17 to 446, and there has been a 228 per cent increase in the number of films recorded.
Judges’ Comments
‘Design has transformed this charity’s work and the success criteria have been surpassed beyond expectations,’ said Joe Ferry, Head of Design at Virgin Atlantic.
Darren Briggs, Vodafone called it ‘an extremely engaging entry that has created very strong results – specifically building a deeper emotional connection with the cause’.
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