Message: The British Heart Foundation wanted to create a campaign microsite to support its drive to increase its share in the legacy giving market by 1%. There were a number of goals: to get the target audience to better understand the importance of the work BHF does not just in saving lives, but improving them; to lead from this informational piece to develop a desire to pledge a legacy to BHF; and to bring a warm, emotive and compelling message of gratitude for the nearly half of all BHF’s funds that already come from legacy giving.
Medium: Since the campaign would be marketed through many different channels we wanted to create a central hub to which all the marketing could point, so a dedicated microsite made perfect sense. We created both the copy and design to reflect a market shift to more positive, uplifting approaches to messaging around charitable giving, focussing on brave, informed and compassionate stories of the real-life benefits of the work BHF was having on people’s lives.
Audience: The target audience, comprising primarily ABC 75+ and ABC 60-75, responds well to real-life stories and brave, original and authentic personal accounts. A careful balance needed to be managed in highlighting the potentially devastating impact of heart disease and showcasing the hugely positive impact of BHF’s research.
Marketing: BHF was carrying out most of the marketing, but we supported these efforts creating visual and written collateral for promotion.