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How we developed a campaign and brand identity to kick-start The Children's Hospital Charity's new £14m appeal.

Client - The Children's Hospital Charity
Scope - Strategy, Concept, Identity Creation, Art Direction, Multichannel

A children’s hospital that wanted to grow.

Naturally we were delighted to help when The Children’s Hospital Charity asked us to launch phase 2 of their expansion plans.

A £14 million, 3-year appeal for a new helipad, new waiting room, and new long-stay care facilities.

The problem was overcoming donor apathy following a very successful first phase.

And sustaining interest given the length of the appeal.

Our strategy was to focus on the benefits of each individual project.

And make our creative messaging real, tangible, relatable and urgent.

It’s early days, but already the prognosis is looking good.

CreativeRace took us back to the beginning, back to the basics of what we wanted to achieve, the difficulties we were facing and how strategically we could implement a campaign which would last. They knew what we needed and how to compete commercially in a crowded charity environment, by formulating a set of assets which stood out from our day to day activity.

Katie Swift, Head of Marketing
The Children's Hospital Charity