They were facing a perception problem and being misunderstood due to their product being Christian satellite television for the Middle East. This was preventing new supporters coming on board. Their target audience were concerned the charity’s response to issues in the Middle East were inpractical and inappropriate.
We need to talk about something our audience cares about – before we talk about satellite TV.
The project was helping them develop an awareness-raising campaign. We began building a visual identity and messaging for the campaign. We realised the power of contrasting the presumed despair of the Middle East (violence; poverty; despair) with the surprising joy to be discovered there (what SAT-7 was bringing to millions of homes each day).
