Charity Brand Campaign

Background

Evelina London Children’s Charity exists to support Evelina London Children’s Hospital, the fastest-growing children’s hospital in the UK and part of the Guy's and St Thomas' NHS Foundation Trust.

Building on the success of our campaign ‘Evelina’s Incredibles’ last Christmas, the Brand and Fundraising team approached us to develop an charity Brand campaign based on this to build awareness and engagement in advance of the following Christmas campaign.

The brief

This brief was to develop a campaign strategy, identifying different ways that we could meet their brand objectives of growing their database and, raising awareness of Evelina London Children’s Charity ahead of their Christmas fundraising campaign.

The ambition was to build on ‘Evelina’s Incredibles’ but with a focus on sharpening up the urgency and to drive awareness of the ways that the charity helps children in the hospital.

The work

We started the project by facilitating an ideation workshop to bring the team across the charity and hospital trust together to share ideas. The outcomes of the workshop informed our overarching campaign strategy, proposition development, a hierarchy of asks for different audiences, top-line media plan, supporter journey and new ValEx product to help generate new leads.

The scope of work was extended to include creative development, with a new TV ad being at the forefront of the campaign. We worked with our TV production partner to develop a documentary-style concept that put children in hospital at the heart of the campaign and highlighted key elements the charity funds to improve children and families’ experience in hospital. This approach will resonate with our local audience, creating emotional connection and a compelling reason to find out more about the charity and ultimately, to give.

With very short lead times and the prospect of a complex shoot within a working hospital using real children and babies, we knew the key to success was having buy-in and support from across the charity and hospital trust teams. We started with a workshop pulling the team together, creating a common vision and devising a plan to facilitate the film shoot in the hospital. With everyone on board and a clear plan, there was excitement about the filming approach and our production partner captured insightful content over a very speedy two days, spanning different elements of the hospital and Evelina London’s community support.

The video brings to life the ‘incredible moments’ donations to the charity create. And the footage formed the basis of the creative campaign – with cut downs and stills utilised across our campaign for consistency.

The campaign is live and has had a positive response so far. Keep an eye out for our ads.