OUT OF THE MARGINS CAMPAIGN: CASE STUDY

Good Chance Theatre is a quite remarkable charity.

They tell stories of hope that spark new conversations and drive action by bringing the voices of those seeking sanctuary out of the margins and into the spotlight. 

This mission made a one-of-in-a-lifetime auction of unique scripts, scores and screenplays annotated by their writers and directors the perfect fundraising tool to support their future projects. The Out of the Margins auction featured scripts by over fifty writers including Aaron Sorkin, Jez Butterworth, Tina Fey, Tom Stoppard, Richard Curtis, Martin McDonagh, and Tony Kushner. 

It had the potential to fund Good Chance productions like The Jungle and The Walk, community projects like Fly With Me and Change the Word, and their work developing displaced artists from all backgrounds far into the future.

So, it was absolutely vital that Good Chance got the word out to a relatively small pool of individuals with belief in the impact of Good Chance’s work, a deep love of theatre and the capacity to bid big!

Effective Creative was brought on board to maximise the persuasiveness of Good Chance’s promotional content and provide strategies to reach that critical and specific audience.

First, we provided creative content consultancy throughout the marketing push. We supported the passionate in-house team to develop inspiring content that captured the imaginations of likely bidders, and encouraged them to engage with the unique auction items and the purpose of the auction itself.

Second, we developed bespoke social media ad sets and ran a targeted digital campaign. Our targeting pinpointed the intersection of high net worth individuals and theatre lovers who could, and would, bid life-changing sums for these one-of-a-kind scripts.

With the help of this targeted digital campaign, the auction raised over a hundred thousand pounds. This funding will allow Good Chance to stage groundbreaking and vital theatre, support brilliant and vital refugee artists, and fill the world with the stories, and hope, we need.