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Trócaire Launches New Campaign as Part of Major Brand Repositioning

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Trócaire, the Irish overseas development agency, has launched a new TV campaign to raise awareness of its work in helping empower people around the world.

Built around the concept of, ‘Until Love Conquers Fear’, the campaign is one of the first elements in a new brand positioning for the charity, which will include a broader omni-channel communications platform. This represents a significant change in the organisation’s approach to engagement and fundraising.

The campaign has been developed by a team led by Gwen Dempsey, director of fundraising and marketing at Trócaire, Mike Garner, Ogilvy & Mather and Alexis Bouckaert of eightywenty.

The TV ad, directed by Brian O’Malley of Red Rage Films and produced by Gary Moore, draws inspiration from Trócaire’s new brand manifesto, which has been developed in order to explain Trócaire’s work and inspire action through donations and activism.

The television commercial will launch this evening (Friday Nov 17th) and will be aired on all Irish stations, including Channel 4 in Northern Ireland. A radio version of the commercial will air on national and regional stations from today.

“The Trócaire brand is very familiar to Irish people, it’s part of the fabric of Irish culture. And that’s part of the problem because when people do think about Trócaire its coloured by childhood memories of the Lenten box. And that is a real barrier to understanding the work that these guys do, which is actually pretty heroic,” says Mike Garner, creative director, Ogilvy.

“The new brand manifesto allows us to communicate this reality in an emotionally powerful way. At the same time Ogilvy & Mather and eightytwenty have been working together to create a genuinely omni-channel approach to communications in order to engage people with the full breadth of their activities,” he says.

“Generally speaking, advertising has been surprisingly slow to pick up on the lessons of neuroscience and behavioural economics, all of which show that human behaviour is driven primarily by emotions. It’s great to have the opportunity to work on a project where this thinking is so central to the strategy,” Garner adds.

According to Gwen Dempsey, director of fundraising and marketing, Trócaire: “’Until Love Conquers Fear’ is not a tagline. This is the embodiment of the spirit of Trócaire and everything we stand for. It is an expression of our motivation and what drives us to do what we do. Rather than creating a platform that merely presented the problem and solution. We developed a platform that captures the essence of what Trócaire does through an emotional lens. Our motivation, as a humanitarian and development organisation and as a church agency is, ultimately, love. But a tangible love. Love through action. We believe that fear is the problem and love is the solution.”

Credits:

Agency: Ogilvy and Mather
Title: Until Love Conquers Fear
Concept: Emma Fielding, Mike Garner &Trocaire
Copywriter: Emma Fielding &Trocaire
Art Director: Mike Garner
Creative Director: Mike Garner
Account Director: Jane Gregory
Marketing Director: Gwen Dempsey

Production: Red Rage
Producer: Gary Moore
Director: Brian O’Malley
Production Services: Rocket Films (SA)
Cinematographer: Mannie Ferreira
Production Design: Willow Howell
Stylist: Kate Carin
Casting: Amin Grey

Post Prodction: Screen Scene
Post Producer: Sinead Bagnall
Editor: Tony Kearns
Grade: Donal O’Kane
3D: Mike McCarthy
Flame Artist: Allen Sillery

Music: Steve Lynch
Sound Design: Will Ferrell
Voiceover: Barry McGovern