How can a magazine help a child in Mumbai?
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ActionAid are an international charity with a clear vision: to end poverty and injustice worldwide. They’ve been working for over 30 years to help make this a reality. But as with most charities, success relies on support. That’s why they approached Neo. ActionAid wanted a complete overhaul of their supporter magazine Common Cause. These magazines are essential for connecting with those sharing a charity’s aims, and ActionAid wanted to build a stronger connection. Something fresh and innovative, that pushed boundaries but kept their brand at heart. And something that engaged a younger audience whilst encouraging their older, most loyal supporters into action.
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First, we renamed the magazine Action. This was vital for getting right to the core of ActionAid’s message. Then we completely redesigned it to reflect their new brand. Fitting with the name, each section includes a different call to action, not just prompting the reader but telling them how to get involved.
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This project transformed the way that ActionAid convey their message. Not only does the new layout allow for a more stimulating reader experience, but it also explains the charity’s objectives in a far clearer way. This was evident in the 70% donation increase following Action’s release, as well as an overwhelming number of new supporters stepping up to end poverty.
ActionAid