HIV AIDS had been in the news for decades. It was a human crisis on a huge scale, and though infection rates continued to rise in Africa, financial support was dwindling.

Activists Bobby Shriver and Bono wanted to harness the power of the world’s biggest retailers. They wanted to make giving effortless for consumers, generate profits and a sense of purpose for partner companies, and create sustainable income for the Global Fund.

“Wolff Olins helped to take (RED) from an idea on a napkin to a tangible, visceral vision”

Bobby Shriver, Founder, (RED)
Painting a vision
The first challenge was to get partners on board by painting a vision for the brand. We developed a platform that united participating businesses by multiplying their logos to the power of (RED).
We imagined the experiences partners might create – from everyday consumables to hero products that would build the African connection and attract attention. They had to be a little brighter and better than their everyday counterparts.
On the road
Joining Bobby and Bono, we presented our vision to Amex, Converse, Emporio Armani, Motorola, and Gap. Partners signed up quickly, drawn by the connection to a purpose beyond profit. We introduced each new team to the strategy and collaborated on product design. Some committed to manufacturing in African countries, generating local opportunities.

Sustainable impact
Bono launched (RED) at the World Economic Forum in January ‘06 to great effect, capturing the attention of consumers and business leaders alike.

Within five weeks of the US launch, the (RED) brand had registered 30% unaided awareness. Immediately after its UK launch, Amex saw an immediate lift in brand perception with younger customers. GAP saw a major improvement in employee engagement, and their INSPI(RED) T-shirt became a bestseller.

Through improved global awareness and an expanding list of iconic partners – now including Apple and Starbucks – (RED) provides a reliable flow of money to the Global Fund.

It continues to exceed its goals, recently passing $200 million in raised and donated funds. More than 14 million people have been reached with preventative services and believes an AIDS-free generation is possible.

The word ‘cancer’ used to make people uncomfortable. It was discussed behind closed doors, and relief organisations only connected with patients inside surgeries and hospitals.

Macmillan were best-known for their nurses and the end-of-life care they provided. Their behaviour and communications felt institutional, which limited their scope.

But the landscape in the UK was changing. Relationships between charities and their supporters had evolved and it was becoming clear that the 2 million+ affected by cancer could benefit from social, practical support. There was potential for a radical shift.

From relief to support
We made the case that we all need to play a part in the solution to cancer, and in this context, Macmillan wasn’t simply about ‘cancer relief’ for patients. It could be an everyday source of support for anyone affected by the disease.

If Macmillan were to become truly ‘everyday’, they had to find a place within our daily lives. They needed a presence in schools, in workplaces, on the high street and online. We created an expression that would inspire participation from these places. It would feel personal and immediate, rather than institutional.

Getting into shape
In beginning to enable those living with cancer to provide support for each other, Macmillan faced a big challenge. We helped them build capabilities and select the right agency partners. We created an open access making site for supporters, Be.Macmillan, where they could design professional quality materials.

We coached all levels, up to the CEO, to own and live the change. Macmillan’s in-house design team spent weeks at our offices, and our experience principles guided ongoing work.

“The new brand helped us to recruit excellent fundraisers from across all sectors”

Lynda Thomas, Director of Fundraising, Macmillan

Realising the strategy
Within two years of the rebrand Macmillan’s fundraising had defied the recession, increasing by £26 million – a 6% year-on-year growth. They were helping far more people, in more places, than ever before: website visitors had doubled; callers to the Macmillan Support Line increased by 35%; and 50% more people had found the benefits they were entitled to.

Recruiting became easier: one in two people interviewed cited the brand as a reason for their interest, and its relevance led to a groundbreaking partnership with Boots, delivering cancer services on every high street in the UK.

Macmillan revolutionized the way Macmillan supports their volunteer community. There are 40,000 regular users and content templates have grown ten-fold, saving marketing spend and empowering an army of fundraisers.

“We became a completely different organisation, with a much more dynamic and can-do attitude”

Hilary Cross, Director of External Affairs, Macmillan

While this wasn’t all the direct result of the rebrand, the work undoubtedly helped to provide the platform for a more self-assured and assertive organisation.

When we arrive home, we flick the light switch without a second thought. Yet 1.6 billion people – around 22% of the world – live ‘off-grid’, without a mains supply of electricity.

When the sun goes down, work and therefore income is limited, medical care is compromised, and education levels drop as reading becomes difficult. It’s challenging even to cook or socialise. Kerosene lamps are a commonly-used but expensive and harmful substitute.

To address this problem, artist Olafur Eliasson and engineer Frederik Ottesen created Little Sun: a solar-powered lamp for people living off-grid.

A work of art, that works in life
One Little Sun converts 5 hours of sunlight into 10 hours of soft light, or 4 hours of bright light. It can be used flexibly: on a desk for studying; attached to a bike; carried as a torch; or any other way the owner can imagine. It saves households 90% in fuel costs over 3 years, compared with kerosene.

We worked with Studio Olafur Eliasson to take Little Sun from idea and prototype to fully established product. In close collaboration, we helped to articulate the fundamental concept. Little Sun is a work of art that works in life.

“Little Sun opens up urgent discussion about bringing sustainable energy to all from the perspective of art.”

Olafur Eliasson, Artist and Founder, Little Sun
A social business
With a working product and concept, Studio Olafur Eliasson could have looked to distribute Little Sun lamps as a form of international aid. Instead, we worked with them to develop an innovative social business model.
Sales of Little Sun in on-grid communities like Europe would subsidise the supply of lamps to local sales agents in off-grid communities, helping to generate local profits and build livelihoods.

The entrepreneurs themselves would be supported by a network of distribution partners within their countries, providing them with business starter kits and micro-entrepreneurial training. Little Sun would be a social business that spread light, safe energy, and profits everywhere they worked.

We went on to create a simple and iconic visual identity for Little Sun, producing designs for the website, packaging, point of sale and posters. We also designed the Tate Modern exhibition, which launched Little Sun into the world. Tate’s visitors were able to explore their exhibitions in the dark, using only a Little Sun to see. They were also able to create their own ‘sunlight graffiti’ using the lamps and ten short films were commissioned, showing the impact of Little Sun in off-grid communities.

Making the day longer
Little Sun launched at Tate Modern as part of Festival 2012. Since then, the Little Sun lamp has received official certification from Lighting Africa, a joint IFC and World Bank program. To date, over 165,000 Little Sun lamps have been distributed worldwide – around a third of these in off-grid areas – with more than $1.5m saved in household lighting costs.

Little Sun currently has distribution in eight African countries: Uganda, Kenya, Burundi, Senegal, Ethiopia, South Africa, and Zimbabwe, as well as in the European Union, the United States, Canada, Australia, and Japan.

In off-grid communities, Little Sun is making the day longer: children study, families cook, businesses remain open, and people socialize safely. It’s amazing what can happen when you put a few more hours in the day.