2025 Gifts for Good campaign
This year’s Gifts for Good campaign focused on child health. Case studies drew the connection between health and nutrition in the first 1,000 days for kids.
In Vietnam, Minh and his mum showed the impact of good nutrition on early child development. Meanwhile, in Timor-Leste, we met midwife Joana. Supported by community health volunteers, she leads efforts to improve child health.
Donors saw that helping to end child poverty can be as easy as buying a gift from the catalogue. Practical items like chickens and vegetable gardens have a lasting impact on families.
The pack was warm, joyful, and uplifting. It showed the change possible with donor support. The design emphasised positivity, hope, and positive outcomes for children and families.
Cropped-in shots of joyful children reduced the distance between supporters and recipients. Imagery conveyed authenticity and immediacy, helping donors feel connected to their impact.
Hand-drawn illustrations added a modern, playful energy. Hands and starbursts reinforced the act of giving, echoing the feel-good nature of shopping for a Gift for Good. Meanwhile, bows and ribbons accented each gift, creating a festive feel.
Our Gifts for Good campaign simply wouldn’t have reached the standard it did without the incredible creative partnership of the Tone Team. They took our new brand and elevated it beautifully, creating something fresh and engaging while still holding onto the familiar elements our donors know and love. Their ability to honour what makes our Gifts for Good appeal special, while pushing the creative forward, has made this year’s campaign one of our strongest yet. We’re so grateful for their talent, collaboration and care.
