As one of London’s leading independent schools for girls, Francis Holland School, Sloane Square is committed to widening access to the school and supporting social mobility by doubling the number of transformational bursaries awarded over the next 5 years.

To help them achieve this ambitious target, the FHS Development team approached Big Frank with a clear brief to create a major campaign to inspire both personal and corporate donors, bursary applications and other stakeholders. Wanting to project a positive message that focused on what these talented girls could achieve, we created The Promise Campaign.

The Promise Campaign plays on the simple idea that all these promising girls need to change their lives is the promise of a donation. Once on the bursary programme, the school then promises to provide the transformational education that will make it happen.

We created 4 sets of photographic and video key art highlighting some of the careers that might open up for the girls with the help of an FHS, Sloane Square education.

This imagery was then incorporated into a suite of donor and applicant facing materials, including a programme brochure, donation forms, and event programme advertisements. A set of video edits was also created for use as a social media content series.

A dedicated campaign landing page was created to provide scale, stand-out and a positive user journey, as well as providing accurate campaign analytics. This fed through into a set of campaign pages within the existing school site.

A series of talking heads videos were created with staff, the head, donors and bursary story videos were created with former bursary students.


The campaign has been an overwhelming success to date, raising more than £400,000 in donations and pledges in the 6 months from launch. The dedicated web pages have proved to be a key tool in the increased recruitment of bursary students.

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