Totes amazing

We began to build an audience using a range of non-fundraising content that we believed would resonate with our potential supporters – focusing on the history of HIV and Aids and the response from both the government and the LGBTQ community.

Likes and shares led us to our best prospects – and a very cool tote bag helped us seal the deal with the message Be Proud. Be Sexy. Be Safe. Thousands requested the gift, and a very significant chunk of them went on to be regular givers.

The campaign ran for two years, delivering a huge influx of new, engaged supporters to the organisation at a very competitive rate. And it put the Trust’s brand and message on show across Facebook and the UK.