Sue Ryder
Stories of everyday acts of care
Brief
To produce an in-hospice fundraising campaign that pulls no punches on the cost of the care.
Challenge
To inform and remind families of the cost of their loved one’s care in highly emotionally charged settings. Our campaign also had to sit across three different fundraising products.
Solution
‘Your support means the world’. In our research, we alighted on the many everyday acts of kindness that represented the loving care provided in the hospices. In extraordinarily affecting environments it was these moments that crystalised the value of Sue Ryder and thus provided moving and compelling vehicles for financial asks.
The communications spaces in the hospices lent themselves well to advertising formats (large headline and image, punchy copy), which we utilised to tell care stories in pithy, powerful vignettes, always combining emotional resonance with financial need.
The warm, compassionate tone was strongly relatable for the audience, providing a sensitive look, feel and language to convey the urgent need for financial support.
Result
The campaign was well received internally. We’re still waiting on financial results, but we’re pleased to have used storytelling to create a human, sympathetic fundraising campaign for some of the most sensitive settings in the world.
Storytelling to create a human, sympathetic fundraising campaign for some of the most sensitive settings in the world.
