Summary
Launch activation for the LSE’s 2030 strategy and public fundraising campaign. An illustration-led solution that features characters deep in thought, representing the extraordinary curiosity that defines the community. The campaign has helped to drive fundraising beyond £223 million.
Challenge
Managing a shift in perception for the London School of Economics at a time of multiple global crises: from a place of academic excellence to a destination for those who wish to be active in the solutions and fulfil their ambitions as part of a cohesive community.
Technique
The LSE is ferociously intellectual and, like all universities, sensitive to identity change. Through an exhaustive listening exercise with leadership, faculty and alumni, Dan and the team successfully avoided some of the pitfalls that have been experienced by the likes of Imperial recently.
Insight
The LSE community:
1 Has a burning desire to create real-world impact.
2 Is motivated by the idea of collective achievement.
3 Enjoys a special bond through their founding principle: ‘To understand the causes of things for the betterment of society’.
Strategy
Curious Minds. When it comes to philanthropy, people give to people. So, this campaign humanised the unique spirit of LSE – intellectual curiosity. Inspired by the LSE’s founding principle, ‘Understanding the causes of things for the betterment of society’, it invited the community to put their minds together to solve the world’s most difficult questions.
Expression
Academia may be serious but everyone loves a cartoon. Illustrator Ruby Fresson’s thoughtful characters in epic landscapes suggest a mix of contemplation and adventure as they grapple with world-shaping questions, from climate change to gender politics. These are answered with stories of real-world impact at LSE.
Message
Curious minds have been shaping the world for 125 years at LSE and right now the world needs new ideas and new leaders like never before.
Impact
The campaign smashed targets for fundraising and volunteering. People felt proud to be a part of this initiative: ’Curious Minds’ launched in 2021 on campus, through a campaign microsite and a virtual Alumni Hub offering alumni an opportunity to shape the world. Within a year, fundraising had soared beyond £220m.; in just two years LSE hit its volunteering target of 100,000 hours.
Background
This campaign followed Dan’s previous involvement, helping to articulate the LSE 2030 strategy. ‘Shape the world’ defines the values, principles and commitments that will help LSE shape the world’s economic, social and political future.
Credits
Designer: Olly St John / Creative Director: Nick Finney / Clients: Chris Kendrick, Ben Plummer-Powell / Client Manager: Sophie Knowles / Illustrator: Ruby Fresson.
