The Care Pack is a charity helping people experiencing homelessness through winter care packs filled with practical, useful items.
The challenge
In the run-up to one of The Care Pack’s winter campaigns, one of their trustees contacted us to see if we could help improve their social media content.
The charity was doing very little on social at the time. The content that did exist was limited, inconsistent & not strong enough to communicate the scale of the issue or the value of the work being done.
For a charity campaign, that matters. Social media needed to do more than fill a feed. It needed to explain the problem, build trust & encourage people to support the campaign.
The Care Pack needed content that could:
- Clearly explain the issue of homelessness in winter
- Show why the care packs matter
- Present key facts in a simple, visual way
- Create a stronger, more consistent campaign presence
- Help the charity look more credible online
As a small charity, they also needed support that was practical, fast & affordable. We delivered the work for free.
What we did
We created a set of 9 social media posts with a distinct campaign look, designed to help The Care Pack tell its story more clearly.
The content was built around 2 core messages: the reality of homelessness during winter & the practical difference The Care Pack was trying to make.
Campaign messaging
We started by shaping the story the posts needed to tell.
The aim was to create content that felt clear, respectful & direct. The posts needed to highlight a serious issue without being sensationalist, while still making the need for support obvious.
- Created a clear campaign narrative
- Focused messaging on winter homelessness
- Explained the purpose of the care packs
- Kept the tone respectful & practical
Social media creative
We produced a visual style that gave the campaign a more consistent identity across social media.
Some posts used ethical messaging overlaid onto images connected to homelessness. Others used swipeable slide pairings to combine key statistics with the practical scale of The Care Pack’s response.
- Designed 9 social media posts
- Created a consistent campaign look
- Used image-led posts to build emotional context
- Used swipeable posts to explain key facts & figures
The goal was to make the content easier to understand, easier to share & more effective at communicating the campaign’s purpose.
Information-led posts
Alongside the more emotive creative, we built posts that used numbers to make the issue more tangible.
These posts showed the scale of homelessness & the scale of The Care Pack’s response in a simple visual format, helping supporters understand both the problem & the impact of getting involved.
- Presented key numbers clearly
- Paired problem statistics with campaign impact
- Used swipeable formats for easier storytelling
- Made the campaign message more concrete
The outcome
The Care Pack received a complete set of campaign-ready social media content that gave the charity a stronger, more professional presence online.
The new posts helped explain the issue, introduce the charity & show the practical value of the care packs in a way that was clear, visual & easy to engage with.
The project delivered:
- 9 social media posts created
- A consistent campaign identity
- Clearer storytelling around winter homelessness
- Statistic-led content to show need & impact
- Pro bono creative support for the charity
Most importantly, The Care Pack gained a stronger set of campaign assets to support their winter fundraising & awareness activity, without needing to spend limited charity funds on creative production.
Campaign creative
The social content combined image-led messages with swipeable statistic posts, helping The Care Pack explain both the human issue & the practical impact of its work.
