Sue Ryder

Stories of everyday acts of care

Image with the headline 'Your support means the world'
Direct call to action

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.

 

Image of a poster from the campaign. Headline is "Your support means the world"
Large posters installed for the first time in hospices
Image showing a collection of posters from the campaign
Price points to demonstrate need

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.

Icon showing the theme of leaving a gift in your will
The campaign involves different donation pathways
Icon showing the theme of Becoming a friend of sue ryder
Icon showing the theme of Fundraising in the community
Image of two older men talking to each other
Image of a Sue Ryder nurse talking to a patient
Image of a Sue Ryder nurse with her arms around a patient
Emotive photography taken at a hospice brings warmth and empathy to the materials
Image of a Sue Ryder nurse and patient smiling and holding hands

Storytelling to create a human, sympathetic fundraising campaign for some of the most sensitive settings in the world.

Image of a Sue Ryder nurse with her arm around a patient, both smiling in conversation

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