Street Change Glasgow - Web Design & Digital Marketing - Red Media
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Street Change Glasgow

Sector: Charity

  • Branding

       

  • Print Design

       

  • Web Design

       

  • Web Development

       

  • Digital Marketing

       

  • Strategy

       

We helped The Simon Community Scotland and Glasgow City Council to launch Street Change Glasgow, by creating a brand that resonates with the people of Glasgow and spurs them into action. The project also involved the creation of a website, the donation devices user interface, marketing collateral and a digital marketing campaign.

Street Change Glasgow is a pioneering collaborative project which hopes to help those suffering from begging, rough-sleeping and homelessness on our streets through alternative giving and a direct, case by case solution-focused response.

As members of the Begging Strategy Group, a Glasgow City Council formed collective, with representatives from local government departments, emergency services, the third sector and the business community, we took on the role of creating and launching the Street Change Glasgow brand as well as designing and building the initiatives donation taking website.

As members of the Begging Strategy Group, a Glasgow City Council formed collective, with representatives from local government departments, emergency services, the third sector and the business community, we took on the role of creating and launching the Street Change Glasgow brand as well as designing and building the initiatives donation taking website.

The alternative giving scheme aims to facilitate an alternative way for the caring people of Glasgow to donate money to those begging on our streets with 100% of all donations being used to help break the cycle of begging, rough-sleeping and homelessness. The initiative is placing contactless donation points across the city where people can #TapToChangeLives.

We set out to build a brand for the initiative that builds an emotional connection between the Glasgow public and the Street Change Glasgow cause, that changes minds, and ultimately behaviour, for the greater good of those less fortunate that are suffering from begging, rough-sleeping and homelessness.

Starting with creating the logo, we had one main challenge; to visually represent the nature of the Street Change Glasgow donation process to those encountering the brand. We solved that problem by creating a logo mark that visually conveys the action of tapping a payment card on a contactless donation point, with a caring ‘heart’ shape telling people that this is a charity initiative.

The initiative needed an informative website to help educate people about the work that the Street Change fund pays for and crucially, a platform to tell the success stories of the initiative. We need to demonstrate the positive impact of the initiative in order to encourage further support and to also reward those who have donated by giving them their ‘payback’.

The website will also help raise funds by taking donations online for those that wish to donate but do not get a chance to use one of the contactless donation devices.

We sat down with all of the stakeholders and found out what they wanted to achieve and what problems they anticipated. Using what we learned and our experience, we were able to design and develop a website that got the central message of the campaign across while proactively addressing any of the concerns visitors might have - vital when it comes to a project which has the potential to ruffle some feathers.

In designing the website we were able to define and shape the brand identity by creating a brand visual style and graphic elements that are used across all brand touchpoints.

We sat down with all of the stakeholders and found out what they wanted to achieve and what problems they anticipated. Using what we learned and our experience, we were able to design and develop a website that got the central message of the campaign across while proactively addressing any of the concerns visitors might have - vital when it comes to a project which has the potential to ruffle some feathers.

In designing the website we were able to define and shape the brand identity by creating a brand visual style and graphic elements that are used across all brand touchpoints.

We carried out some workshops that resulted in us creating the ‘Tap To Change Lives’ slogan which is the focus for all marketing campaigns both offline and online, with the #TapToChangeLives hashtag helping to focus social traffic and increase engagement and awareness of the initiative.

Despite the importance of the digital elements of this project, print is far from dead and has helped to inform and establish the brand. We created business card flyers that looked like credit or debit cards, cutting the corners to emulate the shape of a debit card which is at the heart of the #taptochangelives campaign. These are used on the counters of local businesses that support the initiative and are given out by support staff close to contactless donation points to help educate and drive footfall to them.

In the build-up to the launch of the initiative, we carried out an awareness campaign via social media to help get the brand out there and began educating the public of Street Change Glasgow’s mission to break the cycle of begging, rough sleeping and homelessness.

We put in place a content strategy backed up by our own content development which we are delivering across social platforms. Crucially, we ran a series of targeted ad campaigns around debunking misinformation that is out there about the initiative and educating people of the positive impact of the initiative as well as driving traffic to the website to drive donations.

If you are looking for a creative partner for your charity or organisation, we would love the chance to talk to you Get in touch!

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