My very own ‘It Just Got Real’ moment
Kia Wing, Copywriter at GOOD, shares their experience of working on our latest campaign with JustGiving
Speeding through Clapham North on my way home. The train screeches to a halt… and there it is. My labour of love. My very own headline staring back at me, distorted through a grubby tube carriage window. Off I get… to sort of just stand there gawping. Queue a whole weekend of awkward loitering and discreet amateur photography. This was the moment it got real for me.
But let’s rewind a bit.
The brief was no mean feat. Reposition JustGiving for a younger audience. Make it feel like THEIR platform. Something that fits into their world, not just sits on the sidelines. Be native to TikTok. Be COOL (harder than it looks). As a self-proclaimed TikTok addict and resident GenZ, I was raring.
Thinking about my own experience of fundraising is where it all started. I decided to do a skydive for charity (yes, hurtling 15,000ft through the clouds), and it was all just a very ambitious idea, until I made the page. The first donations come in, and suddenly you’re thinking “I actually have to do it now.” Someone has quite literally paid me to.
And there it was – the idea. ‘It Just Got Real’ – the moment where passion becomes action. The moment it gets REAL.
But ideas are nothing without the people behind them. We needed stories to tell. So I spent the best part of a few months delving into the journeys of Freya, Javeno and Matthew.
✨ Freya, a human rights lawyer, runs marathons dressed as a human disco ball to raise money for immigration detainee bail funds.
🥊 Javeno organises boxing events to support mental health.
🥁 Matthew is fundraising for a bionic arm to regain movement after a motorcycle accident.
From seeing their bios for the first time, to meeting them IRL, and seeing their faces on my morning commute and For You page… I can’t help but just keep thinking; what a COOL bunch of people. And we HAVE to do these stories justice. No pressure.
Commence writing (and rewriting), and a day on set shooting six different scenarios – which went incredibly smoothly thanks to our fabulous talent and the wicked teams at VINCE and Scenester. Suddenly, it was shaping up. And before we knew it, it was ready to get real… out in the world.
And there I was, screeching to a halt at Clapham North. Only a few short months later.
I’m so proud of this campaign. Not only because it was a big moment in my career, but because we had the chance to give platform to three people doing incredible things. We didn’t just make clever ads. We helped tell real stories that inspire action. Stories that prove all you need to make a difference is a spark of belief, an idea, and a link to your JustGiving page.
My personal highlight, above all else, has been seeing Freya, Javeno and Matthew sharing the work around, and getting the hype they truly deserve. It may have even convinced me to get back in an aeroplane (Is it time to get real again?)
If you can… please support these incredible fundraisers in their missions:
And you can see more about GOOD’s work on the campaign here.
