Share Your Fortune

War Child needed a communication strategy to bring affluent people into its Ambassadors Club. In the brief, each ambassador pledged $2,000 a year, recruited at least one new member and used their personal and professional networks to support the organisation.

The presentation identifies two groups: well-off professionals and very wealthy people, including corporate leaders. They need a clear way to help without a large time commitment. The brief set a fundraising target of $2 million a year; this is a campaign objective, not a claimed outcome.

The idea starts with a simple observation: someone who feels fortunate may want their success to change lives beyond their own. “1% of your luck” makes a large issue feel personal and manageable. A child’s story, and the possibility of helping, sit at the centre of the communication.

Before the proposed online launch, Fortune would appear inside an Unfortune dust jacket. A familiar magazine about prosperity greets its reader with a child’s story. The reverse explains War Child’s work and how to donate and share the initiative.

Unfortune is proposed as a collection of stories linking to the full material on War Child’s website. Visitors choose a story and donate. An account, a payment module and an interactive story board make participation tangible. A calculator converts a percentage of annual income into a donation amount.

After donating, participants share their chosen story on social media and invite friends to support the project. A personal act becomes a new encounter with the campaign: people share their good fortune and introduce the initiative to their own network.