We provided operations and campaign strategy for Oasis Belgium who work with victims of human trafficking in Belgium and the Netherlands. Particular focus was paid to strategy and brand development for a new awareness and fundraising project where supporters take part in long distance runs along international human trafficking routes.
CHARITY | DIGITAL | PROJECT
Oasis Belgium work with trafficked, exploited and marginalised people in Brussels and Antwerp. These people include Thai women in the sex industry and children living in squats and on the streets of the capital city. An estimated 1.2 million children are trafficked worldwide every year, and with the development of a new project called In The Long Run, Oasis Belgium were seeking to raise further awareness of the issue, educating the general public and fundraising for their vital work in supporting the victims of human trafficking.
We worked with the charity to provide strategic development for In The Long Run, developing their initial concept and trial run from 2013 to create an established initiative and brand, and bring the concept to a wider global audience. Our work began with a three day intensive introduction to their work, spending time with management, staff, previous long-distance runners and the women, children and families they work with in the squats, brothels, schools and on the streets.
In response to our research and the charity's strategic goals we built upon the initial brand to produce design, narrative and communications documentation including branding guidelines, sensitive and complimentary to the global Oasis brand that operates in 11 countries around the world. Our copywriting established a family of complimentary project straplines: "ending human trafficking one step at a time", "run for change" and "in the long run human trafficking has to stop", alongside editorial content for an elevator pitch, resources and a new public facing website. In addition to copywriting and design briefs, we isolated creative agencies and freelancers to deliver assets within the charity's budget, providing art direction for project logos and photography.
In addition, we provided information architecture including user profiles and website wireframes for their new project site www.itlr.org and developed their initial presence for launch using an easy to manage content management system that can be maintained by their own team.
Our goal was also to develop future strategy for itlr and therefore we isolated key target partners and networks within which to work. This included international partners for regional runs, documentation for the education sector complete with a secondary schools engagement plan, and strategy/insights for engaging national and local running clubs and the wider long-distance running community.
STRATEGY DEVELOPMENT |
BRANDING & DESIGN | NARRATIVE & COMMUNICATIONS |
INFORMATION ARCHITECTURE | WEB DEVELOPMENT |
CONTENT CREATION | ART DIRECTION |
PARTNERSHIP & NETWORK DEVELOPMENT |