Wear Yellow Day

Background

Cystic Fibrosis Trust have been running their Wear Yellow Day for several years. They were keen to rejuvenate and scale up this fundraising day. It occurs at the end of Cystic Fibrosis Week and there is untapped opportunity to make more of this platform to drive fundraising activity from a CF audience who are not yet supporters. They wanted a specialist fundraising agency to review the product, refine the proposition and give the campaign and creative a new look and feel. This is where we came on board.

The brief

Cystic Fibrosis Trust wanted to maximise the campaign’s potential by engaging active and lapsed supporters, raising awareness of the Wear Yellow Day campaign inside and outside of the CF community and increasing income year-on-year. In order to do this, they wanted to revisit the event proposition and refresh the campaign look and feel.

The work

We started by reviewing the existing product in line with this year's key objectives. We carried out a deep dive into existing product, all relevant data, audience insight and competitor events. This process enabled us to identify any opportunities for improvement and growth, allowing us to develop and refine the proposition based on these learnings.

The creative team then developed a range of creative concepts for Cystic Fibrosis Trust using the new proposition and messaging. We wanted the colour yellow to be at the heart of the creative, allowing CFT to take ownership of the colour. Once we’d refined the chosen creative together with the team, the studio designed a suite of assets ready for CFT to launch the campaign. These included paid social and YouTube ads, a fundraising game, a fundraising guide and a creative toolkit so that their in-house team could adapt future assets in house following the same look and feel for a consistent campaign.

We also supported the CFT team on their acquisition and supporter journey plans, and carried out forecasting for the event and beyond.