Christmas Appeal

Background

YHA believes in the power of travel and adventure to connect people—to each other, to nature and the outdoors, to culture, and to heritage. Hostelling makes travel and adventure accessible to everyone, everywhere. Operating a network of hostels across England and Wales, YHA fosters a community of shared spaces open to all and benefiting everyone.

YHA’s No Child Left Behind appeal emerged during the COVID-19 lockdowns in response to the increasing number of children living in poverty. This challenge has only grown, with more school budgets under pressure and residential trips being cancelled. These missed trips impact all children, but especially those from low-income families, for whom it might be their only chance to experience a night away from home.

The brief

YHA sought our support for their Christmas 2024 campaign to raise funds for the No Child Left Behind appeal. They required a direct mailing (DM) pack targeting existing supporters, alongside supplementary assets including a 30-second video, social ads, and email copy for a supporter journey.

The work

We began by analysing YHA’s audience, focusing on their supporters and members. A key goal for this campaign was re-engaging lapsed supporters and encouraging regular gift sign-ups.

With the audience identified, we developed a compelling proposition, which focused on giving a gift of the great outdoors. This concept tied directly to the No Child Left Behind appeal while emphasizing the festive spirit to enhance its relevance during the holiday season.

From this foundation, we moved into the creative development phase. The concept highlighted children exploring the outdoors, capturing moments of discovery—core to YHA’s mission. Strong headlines were integrated into a bauble-style gift tag design, connecting the messaging with the holiday theme. Each headline and accompanying image reinforced the campaign’s core message of opportunity and joy for children in need.

With the concept finalized, we rolled it out across various assets. Notably, we created a captivating 30-second video ad that combined the campaign's creative visuals with an emotive voiceover.

The results

The final campaign assets effectively conveyed YHA’s message and values. Both Killer Creative and the YHA team were thrilled with the results. With promising early outcomes, we’re excited to see how the campaign continues to perform throughout the festive season.