Tearfund - Mean Bean Challenge


Tearfund are a Christian charity who work tirelessly to help communities around the world escape the very worst effects of poverty and disaster. Mean Bean Challenge was launched by Tearfund in April 2016, asking their supporters to eat a diet of plain rice and beans for five days to taste what it is like to live in poverty. This campaign is both an awareness and fundraiser to help hunger-stricken people living in poverty all over the world.    

The brief

Having piloted the campaign in 2016 with very limited budget and resources, Tearfund asked us to review the current campaign proposition, creative and strategy, to provide advice on how to strengthen the campaign going forward for both warm and cold audiences in order to increase fundraising targets for 2017.

The work

Our aim was to inject action into this campaign. By increasing the perceived level of challenge within the copy and CTA, we encourage the audience to experience the depth of empathy and connection to the cause, that will drive the audience to raise lots of money. 
We simplified and strengthened the proposition ask to ensure it is clear for both warm and cold audiences including defining the messaging hierarchy.
To provide consistency for those who took part last time, we kept the light hearted mean bean illustrative style within the creative which we refined to increase stand out and inject quirkiness and humour.
Strategically we made recommendations to enhance their existing campaign strategy, including making recommendations for key touch points and messaging pre, during and post the campaign. 


The challenge is thought provoking and make people reflect on how much choice/food we have when others have so little.  In 2017 the challenge will be tied to Lent as this is a time when Christians are used to giving something up - a time of abstinence, prayer and reflection.  This recognised time in the Christian calendar ties in well to an existing key behaviour for the target audience. 

With over 1000 sign ups to date (April 17), we are well on the way to exceeding forecast targets.

Elements to the campaign
Strengthening the Proposition
Creative Development
Strategy Development
Microsite consultation / review
Social Media Strategy including content plan throughout the campaign
Media Plan (On & Offline)

Creative Assets

Master adverts
Fundraising guide copy
EDM Banners
Paid Social media posts