2.5 billion people live without clean water. So we were stoked to help Reece Group create the Reece Foundation, a charity that partners with organisations and tradies to fund and initiate projects to provide clean water and sanitation for communities in need, at home and abroad. We were tasked with developing a brand for the Foundation that connected with tradies and encouraged them to get onboard.
INSIGHT
Tradies don’t think they’re special.
Convincing enough tradies to volunteer their time was crucial for the Foundation to succeed. However research showed that while trades wanted to help, many were held back by the perception that you need to be someone ‘special’ to influence cultural change.
Turns out, they are special
And they don’t even realise it. Their day to day job is all about providing a vitally important service - clean water and sanitation - to their local community. And research showed many were keen to do more to help, so we just needed to be remind them that they’re well equiped to help.
SOLUTION
You’re fully qualified to make a difference
We created a brand and integrated campaign reminding tradies that the skills they use day in and day out can improve the lives of those that need it most, and that the Reece Foundation is here to empower them to do so.
BRANDING
We created a brand that’s connected to Reece, but still felt different to the main Reece brand tradies see every day.
It needed to feel like a charity, without being tokenistic or cliché. The Reece Foundation is meaningful, and that needed to come through.
CAMPAIGN
We found some terrific tradies who were using their skills to make a difference to communities in need. We built messaging around these stories as proof to our audience that they too had the skills to do the same.
meet lyle
The energetic landscaping legend who helped build Irrigation systems for farmers in Northern Uganda.
meet allan
The human swiss army knife who smashed out water filtering infrastructure in Ethiopia.
experience
We designed and developed a custom Reece Foundation website tailored to our audience.
The website was designed to make it easy for tradies and potential partners to apply, research, donate or purchase merch as well as view more content.
By integrating custom Salesforce forms we leveraged the sophisticated backend configured just for the Foundation without impacting the overall UX.
A partnership with Raisley enabled us to accept donations through their system which gaave us real-time analytics around donations and linked through to our Zinc merch store, meaning we could bring our products to market quickly and supplement our donations with merch sales.
Lizzy Geremia
Chief Communications Officer
Reece Group
outcome
So far the Foundation has committed $130,000 in Grants across the world, and created 23 life-changing volunteering opportunities for customers.
≈29,000
people gained access to clean drinking water.
70 households
impacted by disaster in Lismore have had Access to clean water & sanitation restored.
Strategy
Lily Keating
Tim Laidlaw
production
Ashley Veal
creative
Gavin Pitcher
Ben Greer
Henrik Pagh
Kyle Tickell
Vlad Stanojevic
partners