Gingerbread, a charity supporting single parent families, ran two advocacy campaigns with limited resources. The "Let's lose the labels" campaign embraced ambition, kept messaging fresh and simple, and strategically asked for donations of services. While it lost momentum, the "Manifesto" campaign could have benefited from less focus grouping and better understanding of the political context. Both campaigns showed what's possible on a small budget through ambition and not fearing silly ideas.

1. Evolve 2013
Case study:
Campaigning on a shoe string
Fiona Weir, Chief Executive,
Gingerbread

2. Scene setting
Two campaigns:
• Let’s lose the labels
• Manifesto

3. Let’s lose the labels

4. What worked?
• Embrace ambition
• Keep it fresh, keep it simple
• Ask for freebies
• Strategically invest

5. What worked?

6. Benefit of hindsight
• Loss of momentum (Let’s lose the labels)
• Use of the focus group (Manifesto)
• Missed the political zeitgeist (Manifesto)

7. Conclusions
• It is amazing at what you can achieve with
‘two men and a dog’ and no money
• Everybody thought it was a silly idea
• Don’t be afraid to be ambitious
• The ripple effect

8. Questions
Web: www.gingerbread.org.uk
Follow: @Gingerbread
Like: www.facebook.com/gingerbread