PROJECT BRIEF

Client Name:

• World Vision
  

Services:

• Paid Media Campaigns
• Mission-Driven Storytelling

The Opportunity

For nearly a decade, Keylight Communications has partnered with World Vision to elevate awareness and engagement around its mission. From supporting media engagement around humanitarian emergencies to crafting thoughtful social media content for World Vision’s CEO to developing strategic paid and earned media campaigns that build awareness about World Vision’s key issues, we’ve been involved in nearly every facet of their public relations work for years. Around the holidays, we’ve also supported World Vision’s Holiday Gift Catalog campaign. It’s a project near and dear to our hearts! 

These strategically placed, paid campaigns encourage donations to World Vision through handcrafted gifts like jewelry, embroidered bags, felt ornaments, and more, some of which are also promoted by celebrity influencer partnerships. Each of the gifts featured are crafted by artisans all over the world who benefit from the work of World Vision. At a time when consumers are faced with myriad choices about how to spend their holiday shopping dollars, the World Vision Gift Catalog encourages consumers to consider spending their money in a more impactful way.

In 2025, we worked with World Vision to establish our goals for the annual Holiday Gift Catalog campaign, working to reach new audiences during a season when generosity is top of mind and competition for attention is at its peak.

OUR APPROACH

Keylight developed and executed a targeted paid digital gift guide strategy designed to place World Vision within trusted, high-visibility lifestyle and culture publications. By aligning placements with outlets who connect with the campaign’s target audiences, these placements helped to position World Vision’s Gift Catalog as a meaningful alternative to traditional consumer gifting.

Content was thoughtfully integrated into editorial environments across nationally recognized print and digital publications including Elle, Food Network Magazine, Good Housekeeping, O Magazine, People, and TIME, ensuring the campaign met audiences where they were already seeking ideas and inspiration. This approach allowed World Vision to connect with readers in a natural, relevant way, bridging the gap between seasonal purchasing behavior and global impact.

THE RESULTS

The campaign delivered significant reach and exceeded expectations at every level:

• Original goal: 45,000,000 impressions
• 254,763,000 total print and digital impressions
• Exceeded goal by more than 5x
• Placements secured across top-tier national publications during peak holiday months

By embedding World Vision within culturally relevant holiday shopping moments, the campaign not only expanded visibility but also introduced new audiences to opportunities for meaningful giving. The result was more than impressions - it was increased awareness of World Vision’s mission and a stronger connection between consumer behavior and global impact.

THE IMPACT

Through a strategic blend of paid media and mission-driven storytelling, Keylight helped World Vision cut through seasonal noise and stand out in a crowded marketplace. The campaign demonstrated the power of meeting audiences in the right context, at the right time, with a message that resonates, turning holiday inspiration into tangible impact around the world.