This is a recent campaign, created during lockdown, positioning Barts Charity as ‘East London’s NHS Charity’.
Working directly with the client, we delivered upwards of 50 pieces of content for the campaign across three waves. Myself and my writing partner handled all the campaign planning, strategy, creative work and production throughout.
The strategy was to make Barts Charity more clearly synonymous with the hugely popular local NHS that it helps to support. We wanted to make it clear that when you support Barts Charity you are supporting East London’s NHS. And, by extension, that supporting East London’s NHS can be done by supporting Barts Charity.
To do this, I commissioned award-winning photographer Peter Zelewski (Faces of London) to create a suite of beautiful, street-cast portraits of members of the East London community, NHS staff and local celebrities. These photos were then used to show people expressing their support for their local NHS and Barts Charity.
The photographs were complemented by ten online films - including one longer, campaign film - in which we replicated the style of the print. In these films, members of the public and celebrities gave more substantive reasons why they support East London’s NHS and Barts Charity.
As well as this, we were tasked with a secondary objective of helping grow the Barts Charity donor database. This we did by creating a free badge for the public to send off for and wear as an outward symbol of support for East London’s NHS. In return for the badge, the supporter gave their details and permissions for future fundraising appeals. This is a playbook tactic, rather than an original idea.
The campaign ran across 48-sheets, bus-stop ads, bus sides, ticket halls, press, outdoor ads in East London and, of course, online.
Agency: Rogue