What does it feel like when your first donation comes in? That moment when your big idea – whether it's a marathon, a boxing match or a bionic arm – suddenly becomes real. That's the emotional flashpoint GOOD has bottled for JustGiving's latest brand campaign, It Just Got Real, designed to resonate with a younger, more diverse wave of fundraisers. This high-energy, platform-native campaign marks a strategic evolution for JustGiving, a household name in fundraising that is now repositioning itself as the go-to for personal causes as much as traditional charity events. Centred on the visceral moment that fundraising moves from concept to commitment, the work is a vibrant call to action for anyone with a mission, message, or movement. "We wanted the campaign to feel electric," says GOOD creative Kia Wing. "Like standing right at the edge of something big – and a bit scary. Because that's what fundraising is, right? It starts with an idea, and the moment someone donates, it gets real. That was the tone we chased, that rush of adrenaline." The campaign features three real fundraisers: Freya Morgan, a human rights lawyer who's run over 2,500km for Bail for Immigration Detainees dressed as a mirrorball; Javeno Mclean, a TikTok-famous fitness coach boxing for mental health; and Matthew Ashton-Rickhardt, a drummer crowdfunding for a bionic arm after a motorbike accident. Their stories are personal, powerful, and perfectly pitched to show the range of fundraising in 2025. Rather than dramatising their causes in a traditional way, GOOD chose to focus on the pulse of energy that hits when a donation notification lands. In the video spots, snappy, TikTok-style transitions flip the viewer from everyday scenarios into full fundraising action. One second, you're towel-drying your hair; the next, you're shadowboxing for Mind in front of a crowd. These stylistic whiplashes keep the pace high and the emotion real. For GOOD, the spark behind the idea was rooted in user insight. "The campaign was based on the understanding that doing any fundraising activity is personal," says senior planner Gaby Morgan. "It's turning something you dreamt of into a reality. And JustGiving has a powerful role to play in that – it gives you the platform to take action. But it's that moment the donation comes in that really turns the idea into a living reality." That shift from concept to commitment drives the entire creative. The work doesn't dwell on sacrifice or guilt but on potential, which is dynamic, bold, and dripping with energy. From thumping music and punchy transitions to full-bleed colour and BIG expressions, the campaign is engineered to both stand out and fit in across social and digital platforms. Crucially, the creative team knew they had to earn their place on younger audiences' feeds. "We had to bake the platforms' visual language into the bones of the work," says Kia. "Fast cuts, punchy transitions, as quippy as a TikTok itself, but our audience shaped more than just the look. Younger fundraisers are still doing events, for sure, but they're also turning personal missions into public movements. They're crowdfunding more and rallying friends behind something that moves them." "That shift – from charity event to personal mission – reflects wider changes in the fundraising landscape. GOOD's campaign positions JustGiving as the platform that can power it all. Whether you're running, drumming or disco-ball-jogging, it's the place where "ideas become action." "It's a fitting evolution for the brand," says creative director Jo Ratcliffe. "JustGiving is the original fundraising platform and the obvious go-to for many. However, younger audiences are less familiar with its legacy, so this campaign aims to galvanise a new generation. Whatever your cause, JustGiving helps you make it real." It's a tricky line to walk: staying true to the real fundraisers' stories while making sure the creative lands in 15 seconds or less. GOOD approached this by grounding everything in authenticity – and then dialling it up with flair. "Our scripts were all rooted in truth and feature the fundraisers themselves," Jo explains. "We simply heightened the storytelling with a few flourishes. We took some visual cues from Netflix's Sex Education for the set design and used playful transitions, SFX and motion graphics to dial up the energy." Even the static OOH executions (arguably the hardest place to communicate an emotional beat) pack a punch. "The OOH had a big job: freeze that feeling," says Kia. "We kept it simple. Bold type, full-bleed colour, and our fundraisers are front and centre. You didn't need the full story. You just needed to feel it. The buzz, the nerves, the YES of it all." Working alongside MI Media and Brainlabs, the campaign rolled out across digital, social, and out-of-home from April 24. It's already gaining traction, not just for the causes themselves, but also for the shift it signals in purpose-led branding. GOOD isn't just selling platform functionality here; they're selling possibility, and a new emotional entry point for taking action. "This campaign proves that purpose-led branding can be upbeat, playful and even sequin-encrusted," says Jo. "Telling real stories in an authentic way doesn't mean the creative needs to be serious or worthy. We can absolutely have fun whilst highlighting important causes at the heart of the story." Fun is exactly what this campaign delivers, alongside plenty of heart, urgency, and a healthy dose of adrenaline.