Client:            Arthur Rank Hospice  

Location:      Cambridge

Sector:          Charity, Medical

Brief

Create an integrated campaign in order to highlight the opportunity for people to leave a gift in their Will to Arthur Rank Hospice Charity. And also communicate the powerful legacy this leaves for the person and the Charity. 

Background

Arthur Rank Hospice supports people in Cambridgeshire living with an advanced serious illness or a life-limiting condition and those who need end-of-life care.

They care for more than 4,000 patients each year at a Hospice in Cambridge, the Alan Hudson Day Treatment Centre in Wisbech and in patients’ own homes via the Arthur Rank Community Team. This care supports people to improve their quality of life and fulfil their end of their life choices.   

This outstanding care is provided free of charge to patients and their families.

Key considerations

• The audience was existing supporters, but specifically focus on those who may have written a Will and may wish to include the Charity.
• Recognise the importance of people who are passionate about the Charity as a result of their own experience of the Hospice or Hospice care.  
• Be inspirational and emotive, but not sad.
• Remind people about their own positive experiences and how they could ensure other people can mirror that experience, through a legacy donation.
• To focus the campaign on people, memories, kindness and the opportunity to leave a legacy so that the donor’s action could be part of the future.
• The Charity specifically wanted to avoid the use of statistics and operational costs.

Campaign Goals

• Use the opportunity to interact with and have richer conversations with supporters in the hope to deepen relationships and prompt people to consider leaving a gift in will.
• Educate people on the social value of hospices so that they understand the positive experience of family members and friends.
• Increase engagement through sharing and tagging social posts so that the message was spread widely amongst the target demographic and their peers.
• Grow followers and likes of Arthur Rank Hospice social media pages in order to continually communicating the purpose of the Charity to more people.
• Increase brand awareness

Our approach

• Whilst the Charity has a wide following, we had to review one segment of its supporters, select a key demographic and create profile. In this instance, we selected the Baby Boomer generation (born in the 1950’s).
• Research what types of social media this demographic engage in so that we could communicate and engage effectively. From our research we found that many like and share inspirational quotes.
• Brainstorm moments from childhood to retirement that would resonate with the audience. Arthur Rank Hospice also asked some of their contacts to provide antecdotal feedback.
• Select six themes that would generate a sense of nostalgia, these also needed to include diversity, and be reminders of happy moments from childhood onwards.
• Find relevant poetry and quotes to work with the theme and also the Charity.
• Source relevant imagery using both personal photography and stock imagery.
• Create artwork templates and resize for various channels so that the campaign could be used across numerous platforms. Examples of these include: printed adverts, posters, postcards and digital adverts, social media graphics and banners.
• Research a campaign hashtag in order to track and measure the social media. #IWill

Results

Breadcrumb Marketing and Media produced an extensive collateral package, this was delivered to the Charity to utilise in their own marketing activities. Examples of these assets are shown below.

• Posters used in Arthur Rank Hospice Charity shops
• Full page advert used in Arthur Rank Charity magazine
• Postcards
• Videos
• Graphics for social media
• Email banners
• Pop up adverts and web banners for digital advertising.

While Breadcrumb delivered the creatives, the campaign was executed by Arthur Rank Hospice.

Testimonial

“The team at Breadcrumb took the time to understand what is important to our supporters when considering making such a significant gift, the emotions it conveys and the positive impact it can have.

“Their professional yet sensitive approach partnered with their creativity was key to its success.”

Donna Talbot, Director of Fundraising and Communications, Arthur Rank Hospice

To learn more about our marketing services. We used motion graphics for the video in this campaign, more about our content creation offering.