Gaza Emergency Appeal: a multi-channel campaign built for urgency

The challenge

iF Charity delivers aid on the ground in Gaza, but the speed and scale of the crisis meant their existing campaign infrastructure couldn't move fast enough. Donation journeys were slow, messaging felt fragmented across channels, and the team needed a way to turn awareness into action within hours, not weeks.

Strategic approach

We built a campaign system rather than a single advert. A unified visual language, anchored in documentary photography and a restrained typographic system, could be adapted across web, social and email within hours. We rebuilt the donation flow around a single, frictionless path and produced short-form video assets that put real stories, not abstractions, in front of donors.

Creative solution

A modular campaign toolkit, a rebuilt donation experience, and a series of short documentary films distributed across Instagram, YouTube and email. Every asset carried the same visual signature, so each channel reinforced the next.

Measurable results

Donation conversion improved, average gift size increased, and the team could launch a coordinated multi-channel appeal within 24 hours of a breaking event. The work has since supported food aid, medical aid and child sponsorship programmes.