Home Campaigns Core Rolls Out Touching Campaign to Help Boost Donations to Trócaire

Core Rolls Out Touching Campaign to Help Boost Donations to Trócaire

The campaign called ‘It’s Not Just’, highlights Trócaire’s work in responding to humanitarian crises, empowering women, defending human rights and delivering vital resources to the world’s most poverty-stricken areas.

Trócaire, the Irish overseas development agency, has launched a new marketing campaign to highlight the work it does in empowering some of the world’s most vulnerable people. This new campaign, which was created by Core, harnesses the compassion of the Irish public, translating it into life-changing support for some of the world’s poorest people.

Called ‘It’s Not Just’ the campaign demonstrates Trócaire’s understanding of the complexity of the issues and shows their willingness to not just deal with the symptoms, but also a long-term vision that addresses the root causes of these issues.

Three television commercials form the central part of a broader communications platform. These are ‘Not Just A Girl’, ‘Not Just A Refugee’ and ‘Not Just A Drought’ and they bring into focus the injustices that underly gender inequality, conflict, and humanitarian crises by presenting their consequences in a way that humanises the issues.

The three TV commercials were shot in Africa and Thailand, remotely directed by Stevie Russell and produced by Gary Moore for Red Rage Films in Ireland.

Gwen Dempsey, Director of Fundraising and Marketing at Trócaire headed up the development of the campaign with the help of experts from across Core led by Jonny Boyle, Core client partner and Mike Garner, Core creative director. In addition,  Core Strategy, Research and Media also collaborated on the new campaign which will  run in print, radio, TV and VOD.

According to Gwen Dempsey, director of fundraising and marketing, Trócaire:  said: “With ‘It’s Not Just’ we are building on the already highly-successful ‘Until Love Conquers Fear’ communications platform. This new campaign allows us to talk more about some of the compounding issues behind the headlines, whilst also allowing us to establish the injustice of these things. We believe that this new campaign will attract donations as well as new supporters, and help to clearly differentiate Trócaire within the charity sector by giving a much clearer sense of the work that we do. Our work with Core unlocked a wider audience with a global mindset, who are concerned and conscious about a number of key social issues. This campaign responds to this empathic mindset.”

Jonny Boyle, client partner, Core adds: “Working with Trócaire has been eye-opening in terms of the impact they make across the world. Our Strategy and Research experts worked tirelessly to understand how to make this resonate more with people, our Creative Practice have told these stories in an emotive manner, and our Media team (Mediaworks) is engaging the public. Our own people and our partners in production have given generous time and effort to this important cause. Our hope is this collaborative approach delivers a difference for Trócaire.”


Client: Trócaire

Director of Fundraising and Marketing: Gwen Dempsey

Head of Campaign Marketing: Karen Smyth

Agency: Core

Managing Director: Dave Griffin.

Client Partner: Jonny Boyle.

Client Director: Jo Mullins.

Research: Guy Perrem, Fiona Lawlor, Andrew McCormack.

Strategy: Susan Kelly and Hilary O’Leary.

Social Content Director: Rob Shine.

Executive Creative Director: Liam Wielopolski.

Creative Director: Mike Garner.

Art Director: Nadia Karim.

Copywriter: Paul O’Loughlin.

Agency Producer: Anita McMenamin.

Media: Ciara Markey, Alan McAuley, Shane O’Riordan, Sophie Ryan and Conor McCooey.

Photographer (Africa): Deborah Rossouw.

Photographer (Thailand): Nut Jirathit Saenavut.

Production Company: Red Rage.

Director: Stevie Russell.

Editor: Stephen O’Connell.

Director of Photography (Africa): Grant Appleton.

Director of Photography (Thailand): Richie Moore.

Producer: Gary Moore.

Voiceover : Niamh Cusack.


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