ActionAid Spring Appeal

For millions of girls around the world, education ends far too soon. ActionAid is working to change that. Until recently, their direct mail packs focused heavily on information, but lacked the emotional pull needed to help supporters truly connect with the girls their donations impact.  

By centring 11-year-old Rejina’s dream for the future, we created a pack that balanced warmth with urgency. Her story is empowering, while highlighting the systemic barriers facing girls' education globally. Throughout, we stayed true to ActionAid's anti-racist, feminist and decolonial principles – celebrating women's agency and showing powerful, sustainable change.

The campaign revealed how different audiences respond to tone, messaging and narrative style – creating a blueprint for future appeals that drive response across supporter segments, build urgency while protecting women's agency, and remain fully aligned with ActionAid's values.