Small change – big difference

Turning pennies into life-saving impact

Contact us

Small change – big difference

Turning pennies into life-saving impact

Contact us

The brief

Hampshire and Isle of Wight Air Ambulance (HIOWAA) delivers an advanced Critical Care Team to sick and injured people across Hampshire and the Isle of Wight, 24 hours a day, 365 days a year. From road traffic collisions to medical emergencies, their crews provide life-saving care when it’s needed most.

The Small Change – Big Difference campaign set out to show how small, regular donations could make a powerful impact — with the idea that even “a penny an hour” could save lives. But the creative wasn’t landing as hoped. The message was complex and hard to explain quickly, especially for fundraising canvassers who needed to capture attention in seconds.

HIOWAA asked us to refresh the campaign, creating something simple, striking, and emotionally powerful that would immediately resonate with potential donors.

A poster mock-up for HIOWAA's 'Small Change Big Difference' Campaign

Our approach

Hover your mouse over the flip tiles below to learn more about the project.

Close up image of the HIOWAA helicopter flying

Making every penny count

Close up image of the HIOWAA helicopter flying

We stripped the campaign back to its emotional core. Inspired by HIOWAA’s frontline work, we introduced a powerful new tagline:

“We’re there for you. Will you be there for us?”

This human, heartfelt message created an instant connection between the charity’s mission and the audience’s potential to help.

A poster mock-up for HIOWAA's 'Small Change Big Difference' Campaign

Empowering fundraisers

A poster mock-up for HIOWAA's 'Small Change Big Difference' Campaign

With the message simplified and visuals unified, fundraising teams could focus on connecting with people, not explaining the concept. The new creative helped canvassers communicate the value of giving in a matter of seconds.

A before and after of the design of the leaflet welcome leaflet for Hampshire & Isle of Wight Air Ambulance showcasing a much more visual, clean design.

Clear, actionable design

A before and after of the design of the leaflet welcome leaflet for Hampshire & Isle of Wight Air Ambulance showcasing a much more visual, clean design.

The visuals were redesigned for clarity and impact. We focused on a strong, bold design system that conveyed the urgency and importance of regular giving — while keeping the message accessible across print, digital, and face-to-face channels.

The fold out spread of the HIOWAA Brochure designed by The Graphic Design House

Building on momentum

The fold out spread of the HIOWAA Brochure designed by The Graphic Design House

The refreshed campaign delivered a message that stuck — increasing engagement and donor conversion rates. Its success became the foundation for future creative work across HIOWAA’s wider marketing and fundraising initiatives.

“The team consistently delivers thoughtful, on-brand design solutions that reflect a deep understanding of who we are and what we stand for. Their professionalism, responsiveness, and genuine enthusiasm make them an invaluable extension of our charity”

Gemma Brennan
Marketing Manager
Hampshire & Isle of Wight Air Ambulance

A poster mock-up for HIOWAA's 'Small Change Big Difference' Campaign
The banner designed by TGDH showcasing the slogan of 'We're there for you. Will you be there for us. Give Monthly" for HIOWAA's small change big difference campaign.

Results & next steps

The new Small Change – Big Difference campaign redefined how HIOWAA spoke about regular giving, clear, confident, and emotionally engaging. The message landed, donors connected faster, and the charity saw stronger monthly acquisition and conversion through both digital and in-person campaigns.

Following the success of the campaign, our partnership with HIOWAA has continued to grow. We’ve since supported the charity with:

  • Impactful annual reports that showcase their life-saving work.

  • Campaign and event branding, including charity balls and fundraising initiatives.

  • Design for new community-focused projects like CPR Skills for Life.

Together, we continue to evolve HIOWAA’s visual storytelling — helping them inspire support and keep flying life-saving missions across Hampshire and the Isle of Wight.

Got a project for us?

Our work in action

Galapagos Matters

Galapagos Matters

Galapagos Matters’ redesign revitalizes engagement, enhances readability, and strengthens GCT’s conservation mission.

read more