The pandemic has exposed more clearly than ever the paradox of the work of charities vs their public image. Charities continue to do fantastic work, yet so much is overlooked. Is it time for an honest conversation about creating a better brand for the sector?
Many charities launch some of their most touching campaigns to coincide with Christmas. But in an age where billion-pound corporates also seek to capitalize on seasonal sentimentality with their own emotive ads, do charity appeals seem saccharine?