Key learnings from the 5 most impactful charity campaigns of 2024
It’s not quite the end of the year, but the shorter days and colder weather have us reflecting on just how fast 2024 has gone and what a year it’s been. In the last 12 months, we’ve been inspired, educated, entertained and moved by social media campaigns from charities across the UK and beyond.
Let’s take a look at some of the campaigns that truly stood out👇
1. CALM's Missed Birthdays campaign
Screenshots of CALM's Missed Birthdays campaign in situ on social media.
What it was: Campaign Against Living Miserably's heartbreaking "Missed Birthdays" campaign turned an unthinkable statistic into a powerful visual. Using 6,929 balloons, with each one representing a young life lost to suicide, the installation took over Westfield, White City, drawing attention online and across TV, and radio, and being spoken about all over socials. The message was clear: support trusted adults in talking to young people before it’s too late.
What that looked like on social: On Instagram, a pinned post made sure the campaign remained visible after the installation had come down. CALM also made use of Instagram stories highlights to share user-generated content, increasing the longevity of the campaign and offering unique perspectives of the installation for those who weren’t able to visit in person. On TikTok, a ‘Missed Birthdays’ playlist made sure the campaign remained easy to find and watch.
Why we loved it: This campaign took something abstract and made it deeply personal. By linking each life lost to a missed birthday, it created a moment that struck a chord and sparked real, meaningful conversations. The social media content that supported the installation created a safe environment for people to share their own stories and offer support to others, which was shown in thousands of comments and shares.
Key takeaway: Use relatable storytelling to make numbers matter. Powerful visuals like these can turn statistics into emotional, thought-provoking moments that stick. Authentic, considerate and human-centred storytelling builds trust and empowers others to engage and share their own experiences.
2. Women’s Aid’s "No More Years of Hurt" Campaign
Screenshots of Women’s Aid’s ‘No More Years of Hurt” campaign in situ on social media.
What it was: Women's Aid Federation of England took a hard look at the spike in domestic abuse incidents during major football events by using UEFA Euro 2024 to reach out to fans and the public to drive awareness and action. The campaign ran alongside high-profile games, using gripping visuals to confront the harsh reality of abuse and direct people to resources for support.
What that looked like on social: On Instagram, the main campaign video was repurposed into a shorter, reels-friendly format with a direct call to action to donate. Women’s Aid added a human element to the campaign by collaborating with football clubs, ambassadors, brands and artists to push the campaign to new audiences.
Why we loved it: By tying the campaign to a big football tournament when issues like domestic abuse are particularly evident, Women’s Aid hit audiences at a crucial time. Football fans, policymakers, and the public were reached when they were most likely to take notice and act, resulting in hundreds of comments and thousands of shares across social media.
Key takeaway: Timing can be everything. Social media virality is fleeting, so align your message with moments when it will have the most impact, and make sure your audience has a clear, actionable next step. Relevant influencers or celebrities support your mission? Involve them as well to broaden your reach, just like Women’s Aid did by collaborating with Self Esteem, Art of Football and Universal Music Group.
3. Make My Money Matter - "Oblivia Coalmine"
Screenshots of Make My Money Matter’s "Oblivia Coalmine" campaign in situ on social media.
What it was: This inventive campaign by Make My Money Matter used humour and satire, with Olivia Colman starring as "Oblivia Coalmine," an oil exec who sheds light on how much UK pension funds invest in fossil fuels. The playful portrayal was designed to spark conversations and empower people to challenge their pension providers about divesting from fossil fuels.
What that looked like on social: Make My Money Matter took one video and turned it into a full campaign by repurposing stills from the video into memes and interactive posts on Instagram and X (Twitter), making it more engaging across social channels and increasing the longevity of the content.
Why we loved it: Complex topics can often feel overwhelming, but this campaign brilliantly broke this one down into accessible, shareable content. Colman’s humour paired with sharp satire added a relatable touch that not only widened the audience reach but also encouraged more people to interact with and share the message.
Key takeaway: Humour and satire can be a powerful tool for tough topics and offer low-pressure opportunities to get people talking. Can you simplify your messaging in a light-hearted way?
4. C40 Cities - "#ItsInTheAir" Campaign
Screenshots of Make My Money Matter’s "Oblivia Coalmine"Campaign in situ on social media.
What it was: C40 Cities launched #ItsInTheAir to raise awareness of the need for clean air policies. The campaign focused on the health risks of air pollution, especially in urban areas, and encouraged people to share the message widely using the hashtag, building momentum for real policy changes.
What it looked like on social:
#ItsInTheAir was featured across visual assets and captions, creating a rallying cry for the campaign that, combined with a vibrant visual identity, formed a clear and cohesive message for a global campaign.
On Instagram, carousels and reels shone a spotlight on different cities across the world, celebrating their successes in creating greener, healthier and happier places to live. On LinkedIn, a dedicated newsletter spoke to policymakers and professionals, providing background information on the campaign and adding details on how they can get involved in their own cities.
Why we loved it: Clean air is something everyone deserves, and C40 Cities made it feel personal. By linking policy to public health and the hashtag #ItsInTheAir, they mobilised followers to become advocates.
Key takeaway: Tie policy messages to people’s everyday lives. The stronger the personal connection, the more likely people are to get involved.
5. Shelter’s "Made in Social Housing"
Screenshots of Shelter’s "Made in Social Housing" campaign in situ on social media.
What it was: Shelter brought to life the impact of social housing with stories from public figures like Gok Wan and Suggs, who shared how social housing shaped their lives. By spotlighting the real experiences of people who came from social housing, the campaign aimed to highlight the need for increased social housing, showing their positive impact and urging policymakers to commit to the cause.
What it looked like on social: Authentic and honest stories shared as videos created a bond between the subject and the audience, driving home the importance of social housing all over the UK. The hashtag #MadeInSocialHousing encouraged others to share their experiences on Instagram and X (Twitter), becoming a digital badge of honour and an opportunity to call for action on the housing crisis.
Why we loved it: People connect with real stories, and Shelter’s approach turned social housing from a policy discussion into a shared human experience. It also helped break down stereotypes, showing that social housing supports people from all walks of life - not just those who are often marginalised.
Key takeaway: Personal stories strengthen empathy. When people connect with a cause on a human level, they’re more likely to engage and support. The use of celebrities who lived in social housing is also spot on - being able to relate to a famous person can be very powerful.
Each of these campaigns reminds us that charity marketing is more than just raising awareness - it’s about creating connections, starting conversations, and inspiring change.
As you plan for the year ahead, think about the impact you want to make and the stories you want to tell. If you need support, insights, or just a fresh perspective, we’re here to help you make a lasting impact.
Here’s to a successful 2025 - let’s keep making a difference together! 🤝 🎊