The Charity Commission was developing a campaign to raise awareness of and interest in the ‘Five Minute Guides’ for charity trustees. These guides were created to support trustees in delivering to their obligations.

A challenge for the campaign to overcome was reaching trustees who have been in the role long term and who feel experienced and not necessarily aware that their knowledge might need updating. The campaign had to interrupt this thinking while not being critical of this important volunteer group.

We helped identify the right tone and specific mechanics that helped to create the type of reflection on confidence and capability which would motivate action to find out more. Our research also identified an opportunity for the Commission: as findings highlighted an expectation of more than text-based website content, the Commission were able to meet needs by developing a complementary video format.