The Yard Creative brings charity into shopping malls

The Yard Creative has developed a concept design for children’s charity World Vision that allows the organisation to have a presence in shopping malls – where traditional charity canvassers are not allowed.

The consultancy was recommended for the project by developer Westfield UK and tasked with creating a new way for World Vision to engage with potential donors.

The Yard Creative has developed an “immersive” experience that it says aims to raise both awareness of World Vision and donations.

Interactive features

The designs came about following a research phase, which saw The Yard Creative draw up an “experience map” that would drive how the charity would engage with potential customers.

The resulting design has a number of interactive features. Customers can tap to donate to World Vision, using contactless pay, and can also sign up digitally to sponsor a child.

People can also donate in other ways, such as by buying gifts.

“Rich” experience

The Yard Creative says: “The aim is to reward customers with an experience that matches the scale of their giving. A genuinely ‘rich’ experience.”

Steve Wood, head of supporter growth at World Vision UK, says: “We want donors to walk away not only feeling good about what they have just given, but amazed and overwhelmed with the difference they can make and the journey they are only just beginning.”

Concept for the new designs have been presented to mall landlords and The Yard Creative says the new units are set to open in four “premier malls” later this year.