Change Please Social Media Campaign

Change Please is a charity tackling homelessness by employing and upskilling the disadvantaged in their chain of cafes around London. The brand is communicated as a socially impactful enterprise, catering to customers who care for social responsibility, making them stand out against competition in an oversaturated London market.

Change Please’s social media presence is infographic heavy, centred on emphasising their impact in a positive way. Though they use popular TikTok trends, they express the brand’s values without capitalising on the platforms’ potential for virality among younger audiences and miss out on key engagement with their content.

Our campaign focuses on the brand’s TikTok, a key site of engagement for Gen Z in London. By producing a series of four short videos, we aim to reposition the brand’s content from primarily informative to humorous and engaging, with the goal to gain visibility among a new, younger audience. We achieve it by introducing content with absurd, Gen Z-specific humour, while keeping the brand’s social impact at the forefront. Our objective is to tailor TikTok’s trends and tone to fit into Change Please’s overarching communication strategy, taking advantage of the platform’s potential for engagement and exposure.

The four TikToks tell the brand’s story through ‘love languages’, a popular concept among younger generations explaining how people prefer to express love. The idea bridges the gap between Gen Z’s dating life and Change Please’ social care as an act of love. Linking four love languages (quality time, gift giving, words of affirmation, and physical touch) with the brand creates Gen Z relevance without compromising communication of the brand’s values, albeit telling them through a different lens.

It encourages engagement by surprising its audience with unusual juxtapositions (e.g. a coffee cup in a wig) and eliciting emotion, while maintaining its shareable quality. Ultimately, the campaign positions Change Please as a brand relevant and visible to younger audiences, communicating to them its impactful social change with a light and engaging tone.