Choose Love: Launching a Humanitarian Brand in the United States

Build awareness, trust, and fundraising performance from scratch in a new market.

Our creative strategy focused on authentic storytelling, human-centered narratives, and clear calls to action that connected audiences to the urgent humanitarian needs emerging from the war in Ukraine.

To help introduce the Choose Love brand to U.S. audiences, Global Wave Digital developed a series of digital advertising assets across social media, search, and video platforms.

A centerpiece of the campaign was a compelling video that brought together footage and advocacy messages from prominent supporters of Choose Love, including Jude Law, Angela Bassett, and other well-known advocates. The video highlighted the human impact of the crisis while reinforcing the collective global response to support refugees and displaced families.

The campaign combined powerful storytelling with clear fundraising calls to action, helping audiences understand both the urgency of the moment and the tangible difference their support could make.

Creative themes included:

• First-hand accounts and stories from communities affected by the conflict
• Messages from high-profile humanitarian advocates and supporters
• Urgent humanitarian needs on the ground
• Hope, resilience, and collective action
• The direct impact of donor contributions

The campaign successfully introduced Choose Love to U.S. audiences while generating meaningful fundraising results during a critical humanitarian moment.

Key Outcomes

• Acquired 185 new donors for humanitarian relief efforts for people impacted by the war in Ukraine
• Achieved a 7.5x return on advertising investment
• Expanded awareness of the Choose Love brand among U.S. audiences
• Built a new donor base to support future fundraising and advocacy efforts

The campaign demonstrated that powerful storytelling, trusted voices, and strategic audience targeting can effectively mobilize support for humanitarian action, even when introducing an organization to an entirely new market.

Emotional appeals and landing-page optimization outperformed platform-native donation tools.