From Purpose to Impact: why passion is key to success.

By Alana Taylor-Crawford – Account Director

Few things ignite passion like rallying behind a meaningful cause and our team have been embracing their sense of purpose to deliver impactful campaigns for causes close to their hearts.   

Humanising the story 

Effective campaigns begin with a clearly defined cause – what are you trying to achieve and why does it matter?  

Working with Flourish NI, a charity dedicated to raising awareness of modern slavery, we knew we needed a strong narrative to help us tell their story.  We needed the audience to understand not only what we were doing but, most importantly, why we were doing it.   

Enter ‘Anna’, a survivor of human trafficking being supported by the charity.  She took the brave decision to tell her personal story, and this was the foundation of our campaign.   

This first-person anecdote was extremely powerful, making a connection to a real person while authentically highlighting the purpose behind the charity.  

Our work resulted in coverage across TV, radio, online and in print, raising awareness of the charity’s work and opening many doors, including support from the Justice Minister. Together with Flourish NI, we won a PRCA Dare Award in recognition of this sensitive yet powerful storytelling.   

Leading with compassion  

When building a campaign around a sensitive subject, it’s vital to handle it with compassion. Marking one year since the passing of a formidable campaigner, Tassia Haines, who called for improvements in the care for Metastatic Breast Cancer patients, we worked with Tassia’s husband and Macmillan Cancer Support to hold a roundtable discussion with politicians, patients and advocacy groups. 

Chaired by Cavendish Cymru’s Nerys Evans, who has previously served as an Assembly Member and worked for Macmillan Cancer Support, the event brought together people who are deeply passionate about the cause, giving it the level of respect and consideration it deserves. 

The discussion that took place was invaluable in helping shape the next steps in the petition to improve care for cancer patients.  

Engaging with trusted partners  

Collaborating with trusted partners is fundamental when working on societal issues, helping ensure the message is appropriate and resonates with key stakeholders.   

With the right partners, a campaign will benefit from their experience, credibility and reach – amplifying the message from the very start.  

We’re proud to be working with campaign group Ladies with Letters.  Formed in response to a cervical screening healthcare scandal, we supported the group following its attendance at a Health Committee meeting.   

We reached out to key media and political representatives, acting as a conduit and ensuring all parties were fully briefed on the group’s work.  

The work resulted in some fantastic media coverage and support from key political players who will play a vital role in the group’s aim of achieving a Public Statutory Inquiry.