Writing ActionAid emails with Complete Control

Digital copywriting

Working with interactive design agency Complete Control, we helped ActionAid write an email campaign to engage supporters with child sponsorship.

If you're an ActionAid supporter, look out for our email copy in your inbox

With a Children’s Bafta on the mantelpiece, the folks at Complete Control know a thing or two about communication. When ActionAid asked them to design a series of emails to keep supporters up-to-date about the children they sponsor, Complete Control commissioned Polon to write the content.

Our challenge was to balance ActionAid's distinctive tone of voice with the demands of writing for email. Including as much personalisation as possible, we made sure the copy — based on their successful print campaign — followed the golden rule of being useful, ultra-specific, unique and urgent.