For the relentless

How helping became a shared cause.

”The campaign has started incredibly well! We’ve already received a lot of positive feedback; this concept truly works.”
Emma Salminen
Marketing specialist, Finn Church Aid

Finn Church Aid works in some of the world’s most difficult places, but its own brand was not as strong in people’s minds as its best-known sub-brands. Our task was to build Finn Church Aid a long-term marketing communications concept that clarifies the organisation’s role, strengthens its awareness and makes helping feel more personal.

Our insight

Fundraising communications have traditionally had two roles: the fortunate helper and the person in need of help. That can create distance at the very moment when a deeper connection is needed.

We understood that the power of Finn Church Aid does not come from pity, but from a strong shared determination. Donors, local workers and the people receiving help are not separate parties. They are on the same side and part of the same cause: people who believe that the world can only be changed through action.

Our solution

We built Finn Church Aid a marketing communications concept with For the relentless at its core. The concept changed the whole setting of helping. It did not speak only about need and immediate urgency, but about hope, action and people who refuse to give up. Finn Church Aid was positioned as a community for everyone who wants to hold on to the possibility of something better, even in uncertain times.
In addition to the guiding communications concept, the work included core message development, visual identity refinement and campaign planning. The brand campaign was built in two phases: first strengthening Finn Church Aid’s main message and position, then introducing more tactical messages that encouraged action.

Our impact

Our work gave Finn Church Aid a distinctive and long-lasting way to talk about helping. The concept brought the organisation’s own brand to the forefront and made its mission easier to understand also for those who were not already familiar with Finn Church Aid.
The start of the campaign received strong feedback from the client. The concept was described as having got off to “an absolutely brilliant start” and, most importantly, as truly working.
Our work helped Finn Church Aid move the conversation away from distant charity and towards shared action: the world is changed by the relentless.