https://www.abialdridge.com/blog daily 0.75 2026-10-26 https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/007eb5c7-2cfd-41a4-9bea-2e169c066ec4/30.png https://www.abialdridge.com/blog/traitors-charity-comms monthly 0.5 2026-10-26 https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/86d65815-ecd2-4803-8009-163b11cb421e/IMG_8788.jpg Blog - Truly faithful: how charities are using The Celebrity Traitors to say something that matters - The National Trust The National Trust didn’t need to stretch. They look after actual castles, so a show set in one was always going to be theirs to have fun with. They used launch night to share what they were looking forward to, from the owl to the inevitable row over the last scone. It’s playful and warm, and no one else could have posted it. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/4c8e2b53-4f9e-4555-aa90-82c97324982f/IMG_8800.jpg Blog - Truly faithful: how charities are using The Celebrity Traitors to say something that matters - Teenage Cancer Trust Teenage Cancer Trust took the moment of episode one, Richard E. Grant’s delight at being picked as a Traitor, and turned it into a thank you to their frontline staff. They posted it the next day, while everyone was still talking about that grin. Being quick was half the win. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/92393652-9be9-4622-b563-53be6027e0ac/IMG_8793.jpg Blog - Truly faithful: how charities are using The Celebrity Traitors to say something that matters - Leukaemia UK Leukaemia UK used a shocked King Kenny to celebrate their researchers. The caption was simply “They constantly blow our minds.” They didn’t need to explain anything. A research charity showing pride in its research says plenty. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/50f01ae2-b724-4782-8258-a23741ba8d7b/IMG_8798.jpg Blog - Truly faithful: how charities are using The Celebrity Traitors to say something that matters - Alcohol Change UK Alcohol Change UK used the show to cheer on anyone still doing Sober October, and gently poke fun at the friends who aren’t. Other people are often the hardest part of a sober month. They got that across with no stats and no lecture, just a bit of encouragement halfway through. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/440949ec-16ee-45c2-985e-d8b8d638b853/IMG_8784.jpg Blog - Truly faithful: how charities are using The Celebrity Traitors to say something that matters - RNID RNID took a myth deaf people hear far too often, that they don’t need subtitles because they can just watch what’s happening. They answered it with the show’s most-shared reaction. Then they gave people one easy thing to do: send it to someone who just doesn’t get it. That’s myth-busting that spreads itself. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/d1e8210a-7d78-41ed-9c28-3eb024ee79f9/IMG_8782.jpg Blog - Truly faithful: how charities are using The Celebrity Traitors to say something that matters - Marie Curie Marie Curie used the same Julie Hesmondhalgh moment to talk about grief, and how it doesn’t move neatly through stages. A grief meme is a brave choice. It works because the joke is on the tidy theory, not on the person grieving, and the caption is gentle. There’s no right or wrong way to feel. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/23805341-5263-46e3-b001-56fb236de5c4/IMG_8790.jpg Blog - Truly faithful: how charities are using The Celebrity Traitors to say something that matters - Woodgreen Pets Charity Woodgreen turned the show into a personality quiz for your dog. The post had almost as many shares as likes, so people weren’t just enjoying it. They were sending it to every dog owner they know. For a rehoming charity, that’s exactly the audience you want. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/9bd6b6e4-7f1a-4778-8d76-780f622de851/IMG_8795.jpg Blog - Truly faithful: how charities are using The Celebrity Traitors to say something that matters - Little Princess Trust Little Princess Trust sorted the cast into fundraiser types, then asked which team you’d join. It’s a list of fundraising ideas that doesn’t feel like an ask. By the time you’ve picked your team, you’re already picturing yourself doing it. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/ee1018ee-3961-41cd-a65a-ccb52f07b649/IMG_8983.jpg Blog - Truly faithful: how charities are using The Celebrity Traitors to say something that matters - Mental Health UK Mental Health UK borrowed one word from the show, “banish”, and asked which mental health misconceptions people would send home. It’s a simple question that turns their audience into the faithfuls, voting out the myths. It invites people to join in rather than telling them what to think. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/d3c2ad9d-9056-4900-af23-252f9395d212/IMG_8805.jpg Blog - Truly faithful: how charities are using The Celebrity Traitors to say something that matters - Dogs Trust Dogs Trust went big on launch night with dogs as faithfuls and cats as traitors (ps they love cats). Is it saying anything profound? No. Is it completely on brand and actually funny? Yes. Sometimes that’s enough. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/9153db17-a01a-4d4a-a2db-17d288538578/IMG_8786.jpg Blog - Truly faithful: how charities are using The Celebrity Traitors to say something that matters - RNIB RNIB used Traitors memes to show what it’s like when posts have no alt text, then told you exactly how to add it and described every image in the caption. Funny, useful, and practising exactly what it preaches. https://www.abialdridge.com/blog/world-mental-health-day-charity-comms monthly 0.5 2026-10-09 https://www.abialdridge.com/blog/is-your-charity-actually-ready-for-black-history-month monthly 0.5 2026-10-02 https://www.abialdridge.com/blog/your-charitys-winter-appeal-what-to-sort-before-december-hits monthly 0.5 2026-09-04 https://www.abialdridge.com/blog/why-your-personal-brand-matters-as-a-charity-freelancer monthly 0.5 2026-07-30 https://www.abialdridge.com/blog/what-a-new-pm-and-cabinet-mean-for-charity-comms-teams monthly 0.5 2026-08-06 https://www.abialdridge.com/blog/world-cup-charity-comms monthly 0.5 2026-10-26 https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/272a1895-1c2a-4198-8e2b-c07163d9bc3a/IMG_6421.jpg Blog - Comms that scored: how charities are using the World Cup to say something that matters - Fairtrade Fairtrade used Harry Kane's "these nations" comment about Ghana to open up a conversation about colonial trade relationships and the invisible labour behind our everyday essentials. Ghana and Ivory Coast produce around 70% of the world's cocoa. Brazil, Colombia and Ethiopia supply a significant proportion of its coffee. Fairtrade were uniquely placed to say that - and they did. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/e90f6901-b856-44b1-bf28-ed9f5419d85e/IMG_6420.jpg Blog - Comms that scored: how charities are using the World Cup to say something that matters - Young Minds Young Minds shared a message from 21-year-old Alfie about football as a vehicle for male connection and emotional openness. "For many men, football is the easiest way to connect with another man." It worked because it was true, and because it came from a real young person's voice rather than an organisational statement. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/be303045-4f53-40b5-a7d3-1c50a8cfca9d/IMG_6423.jpg Blog - Comms that scored: how charities are using the World Cup to say something that matters - Mental Health UK Mental Health UK used the tournament's opening day to spotlight five players who have spoken publicly about their mental health. "Scoring goals? Maybe. Breaking stigma? Definitely." Simple, timely, and directly connected to their mission. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/cf16760c-a9cd-4e68-8ebd-7348eaddfb62/IMG_6424.jpg Blog - Comms that scored: how charities are using the World Cup to say something that matters - Women’s Aid Women's Aid launched The Other Kick Off - built around a single detail: 11:37pm. Not kick off. The time after the final whistle, when abusive partners may be returning home. They used scoreline graphics and match statistics to show that domestic abuse increases by 38% when England lose, and 26% when they win or draw. They didn't explain the connection, they made you feel it. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/d97e7718-54dc-4dc0-bc40-0450f581cb12/IMG_6425.jpg Blog - Comms that scored: how charities are using the World Cup to say something that matters - Trussell Trussell posted one stat formatted like match commentary: "In a single 3-minute hydration break, 15 emergency food parcels would have been provided by our community of food banks." A unit of time football fans understand, used to make food poverty feel immediate. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/9a7f6b18-6efb-4351-b92e-46f829eda77c/IMG_6426.jpg Blog - Comms that scored: how charities are using the World Cup to say something that matters - Hestia Hestia kept it even simpler: "Win, lose or draw - for some people the result is the same." One line. A football scarf. A link to their Bright Sky app. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/d1527a87-b881-463b-bb96-c375854949d6/IMG_6427.jpg Blog - Comms that scored: how charities are using the World Cup to say something that matters - Greenpeace UK Greenpeace UK used the World Cup to challenge the harmful rhetoric around immigration; silhouetting the majority of the England squad - leaving only the players without immigrant heritage visible. . https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/666136e8-af37-463d-bcbf-284da6007c06/IMG_6429.jpg Blog - Comms that scored: how charities are using the World Cup to say something that matters - Refuge Refuge used football player cards - the kind familiar to anyone who's played FIFA - to list types of abuse as player stats. Coercive control: monitoring 99, isolation 99, gaslighting 99. It could have felt gimmicky. It didn't, because the content was so stark. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/fa3db3de-523d-41ef-a643-20b719be63f2/IMG_6422.jpg Blog - Comms that scored: how charities are using the World Cup to say something that matters - RNIB RNIB took the viral England squad portraits and recreated them to show what they'd look like with different eye conditions. The alt text was exceptional - warm, funny, and informative. The whole post managed to be both accessible and accessibility-focused, which is rare. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/def56874-3d31-4f23-99c1-d726635432be/IMG_6428.jpg Blog - Comms that scored: how charities are using the World Cup to say something that matters - Glasgow Women’s Aid Glasgow Women's Aid posted three lines crossed out - "Football causes abuse. Alcohol causes abuse. Drugs cause abuse." - followed by one line in bold: "ABUSERS CAUSE ABUSE." It's a direct counter-narrative to the way domestic abuse gets discussed around football tournaments. No softening. No nuance. Just the thing that needed saying, said clearly. https://www.abialdridge.com/blog/ambassadors-in-charity-comms-what-actually-works monthly 0.5 2026-07-30 https://www.abialdridge.com/blog/baking-street-and-beyond-charity-comms-that-shone-in-the-heat monthly 0.5 2026-07-01 https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/edaa1911-6512-4cb6-a00d-7878e434bbed/1.png Blog - Baking Street and beyond: charity comms that shone in the heat https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/2dd5be80-8e97-4521-9d16-e963b19186e8/2.png Blog - Baking Street and beyond: charity comms that shone in the heat - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6811051aef33ef458af28a3d/d49ff13c-0d92-4eaf-8004-d5cf64817322/3.png Blog - Baking Street and beyond: charity comms that shone in the heat - Make it stand out Whatever it is, the way you tell your story online can 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