Third Sector Awards 2019: Fundraising Campaign – ActionAid UK for Not This Girl


Category sponsored by Charities Aid Foundation 

What was the aim of the campaign?

Not This Girl, Not Any Girl was ActionAid UK’s biggest appeal campaign of 2018, dealing with the sensitive topic of violence against women and girls in the Global South. The campaign aimed to raise £883,279 and raise awareness of how local women’s groups respond to and prevent violence and provide support to survivors, with the help of ActionAid. 

What methods were used?

The overarching campaign concept, Not This Girl, was developed with the creative agency Open. Not This Girl was launched in early spring 2018, at a time when safeguarding in the international development sector was under scrutiny in the UK media. ActionAid UK decided to focus on storytelling through digital channels and produced videos showcasing powerful stories of members of the community in Kenya fighting for women’s and girls’ rights. A film about Thomas, a local radio DJ helping to end sexual violence in his community, was seen by 44,000 people. A video about the Gender Defenders, community volunteers trained by ActionAid who stand up to sexual and gender-based violence in Kenya, reached a further 23,000. A “behind the scenes” film showed how the appeal was created, tackling a sensitive subject while prioritising the safeguarding of children. This reached 24,000 people on Facebook.

How much was raised in total?

The campaign smashed the income target by 35 per cent, raising more than £1.1m, and secured frequent coverage with the charity’s media partner, Metro Online. Features covered topics ranging from ActionAid-supported Girls Clubs to survivors of violence becoming Gender Defenders in their communities.

Highly commended

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