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.
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.
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.
BHF was carrying out most of the marketing, but we supported these efforts creating visual and written collateral for promotion.
