Ecclesiastical occupy a unique space – operating as a successful financial services business but with a purely charitable purpose. Aiming to support an additional 500+ good causes a year, a strategic new venture was conceived – a £1 million annual giving programme.

A programme with a life of its own needs an identity of its own. Cue Fable. Improving people’s lives is at the heart of Movement for Good so it made sense for us to bring people to the fore, and as our unifying theme it meant we could appeal to the widest audience possible.

We crafted an emotive brand identity with a human touch and a warm visual language and tone of voice, together with a digital toolkit for charities to use to support their award entries. To get Movement for Good seen and talked about we designed a digital brand awareness campaign.

The uptake was huge. Award entries far surpassed expectations as the public response soared. We succeeded in broadening appeal and adding relevance to a younger audience, while staying true to the values that underpin Ecclesiastical's ethical business beliefs. And we won a PRide gold award along the way. People really got behind Movement for good and continue to do so. What started as a fledgling idea has now become a genuine movement.