Small change – big difference
Turning pennies into life-saving impact
Small change – big difference
Turning pennies into life-saving impact
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.
Our approach
Hover your mouse over the flip tiles below to learn more about the project.
Making every penny count
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.
Empowering fundraisers
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.
Clear, actionable 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.
Building on momentum
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
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:
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Impactful annual reports that showcase their life-saving work.
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Campaign and event branding, including charity balls and fundraising initiatives.
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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.
Our work in action
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We redesigned Galapagos Matters magazine for GCT, modernising layout, masthead, and imagery to boost engagement, and conservation impact.
Turn small acts into life-saving impact
From fundraising campaigns to awareness initiatives, we help charities connect with audiences through clear, striking, and emotionally-driven design. Thoughtful messaging, bold visuals, and multi-channel execution ensure your campaigns resonate, inspiring support and making a tangible difference.
If you’re ready to create work that connects, motivates, and delivers results.