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We The Helpers

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How can positive stories cut through the gloom?

In a world of climate anxiety, doom scrolling and pity marketing, some audiences have lost their faith in a sense of progress, and their trust in governments, charities and multilaterals to create change. Despite so much progress around major indicators like life expectancy, infant mortality, access to water and basic education, by and large, people think the world is getting worse.

Yet people tell us time and again that they still care as much as they ever have. They want to feel hope, to see positive change, and to know that their contributions make a difference.

We The Helpers is a new campaign designed to change conversations about overseas aid among the British public. The Good Side has worked with an alliance of major international charities to understand public attitudes and steer brand strategies for the past three years, and in 2020 we convened a team of talented agency partners to turn this insight into creative action.

We The Helpers takes the narrative away from chuggers and tabloid headlines, reframing aid as hard work and everyday progress. It celebrates the legions of workers contributing across the world, and invites the audience to consider ‘How can I help?’

Thank you to the awesome agencies we curated and collaborated with on this work, whose enthusiasm and commitment has kept us inspired along the journey to launch:

The&Partnership (film)
HarrimanSteel (brand and website)
The Kite Factory (media planning and buying).

Read more about this work, here:

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