RIVERCROSS

CAMPAIGN

SHINE ON: A Year-End Campaign to Elevate, Equip, and Empower

For its 2024 end-of-year campaign, RiverCross needed a strategy to mobilize donors, raise $100,000, and clarify its work – to elevate, equip and empower caregivers who work every day to care for children who’ve experienced unimaginable trauma. Angel Oak Creative developed Shine On, a campaign focused on empowering the boots-on-the-ground world-changers in the Democratic Republic of Congo, Kenya, Ethiopia, the United States, Uganda, Zambia, Zimbabwe, South Sudan, and Burundi.

Through strategic storytelling, compelling messaging and a digital toolkit, we equipped RiverCross to engage donors across multiple channels. Shine On emphasized the impact of equipping caregivers with trauma-informed training and reinforced that these caregivers are the true heroes in a child’s healing journey. And, by framing RiverCross’s work through the lens of empowerment and faith, this campaign positioned donors as key partners in bringing light to the darkest places.