This infographic was a key tool in rapid list building for a charity campaign in the UK called “Give it back, George”.

The infographic also helped brand the campaign. The campaign website (which I also produced) followed the same visual look and feel as the infographic. Mainstream media used the illustrations in their reporting – including BBC News, The Daily Mail etc.

Infographic explaining the Give It Back, George charity tax campaign

Infographic to support the “Give It Back, George” campaign

A version of this infographic was used to rally support for the “Give It Back, George” campaign in the UK in spring 2012. The campaign, which ended in victory, sought to reverse the Government decision to implement a so called charity tax. National broadcast and print media used the illustrations in their coverage and the infographic itself was tweeted hundreds of times. The campaign won a Public Affairs News award in the campaign of the year category (voluntary sector).

There are two versions of this infographic. The first one explained what the problem was and what needed to be done. The second version (above) tells the campaign story. The main purpose of the second graphic was to thank the supporters as well as raise the profile of the organisations behind the campaign.

Why I think it worked

  • The issue (charity tax) was quite complicated. The infographic explains the core issue ¬†quickly (important for a time poor audience).
  • It was easy to share – supporters spread the infographic quickly on social media. This was important because time was an issue and we needed to recruit supporters as fast as possible (the original infographic directed people to a signup form) and build momentum.
    Note: Twitter was the second most effective recruitment channel after newsletters.
  • Few expected to see an infographic on such a dry topic (positive surprise)
  • It has a famous character (Chancellor George Osborne). Notice how the Osborne character runs through the whole infographic – he is the villain (turn hero) of the story.

How I made it

The original infographic took about two days to produce. One day for coming up with the idea, doing the research, creating the drawings and writing the copy (mainly repurposing existing campaign copy). Half a day went into fine-tuning copy and illustrations after receiving feedback from various stakeholders.

Read more about the campaign:

The campaign website: