Trócaire had to re-engage with its target audience and encourage them to become regular givers outside of the annual Lenten Appeal. We needed something that stood out from the clutter of charity appeals.

What sparked our approach was that most people in Ireland have a childhood memory as fundraisers for Tròcaire, but often helped themselves to a ‘few pence’ to buy a treat.

To redeem themselves – we created TROBERS (Tròcaire Box Offender’s Redemption Society).

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