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
Dementia UK provides specialist dementia support for families through its Admiral Nurse service, the only national service of this kind.
This 3 minute film aimed to raise awareness of the valuable service and to drive an increase in the number of commissioned nurses across the UK. ‘Together Again’, brings to life how, in the face of this isolating condition, Admiral Nurses can help families reconnect for precious moments together.
The campaign ran across digital and social media channels and was supported by a 30” radio ad. This film alone drove an 805% increase in views of Dementia UK’s online information pages, and was shortlisted in the 2018 Cannes Lions, won gold for best original music at Kinsale and a bronze at the Berlin Ciclope for best film under 50k.
Agency: Arthur
#MakeItCount is a community fundraising platform developed for RAF Benevolent Fund in late 2019. This job is special to me as it marked Rogue Creative’s first competitive pitch win working directly with the client (and not through an agency).
It was a mammoth job to plan, create and deliver with over 20 pieces of work to produce in a short space of time. But by working closely with the Fund’s community fundraisers around the UK, we found the challenge to be a productive and enjoyable one. Our direct way of working helped ensure that all client comments were listened to, taken on board and implemented in a collaborative way. It also helped ensure the creative vision remained uncompromised throughout.
At the heart of the campaign is a 16-page fundraising toolkit that would-be fundraisers can download or be sent by post. Along with the toolkit, we created a raft of useful fundraising materials that could help people in their efforts to raise money. You can see a selection of these pictured to the right.
Agency: Rogue
What began as a pitch mood film with the objective of getting the client to feel good about themselves, became the RSPCA’s first ever brand TV ad. It was also my first attempt at writing a poem (hats off to John Cooper Clarke).
‘A World that’s Kinder to Animals’ dramatises how all our choices and actions have an impact – and that everyone, young and old, has a part to play in creating the ‘kinder world’ we want to see.
The campaign was supported through social and display ads, with A Guide to Animal Kindness as a further engagement tool. It also earned a DMA Bronze 2018 for Best Charity along with a nomination for the TV ad in Best Writing.
Agency: Arthur
Our aim was to raise awareness, raise money, and raise more than an eyebrow or two on Valentine’s Day in this refreshing attempt to put the issue of HIV/AIDS and safe sex back at the forefront of people's minds.
A limited post-11pm showing on Channel 4 and over 250k YouTube views directing traffic to the website, where a £20 box of bedroom delights for you and yours awaited with most of the proceeds going to sex education in deprived communities globally. Tweets from Steven Fry, Paloma Faith and Stuart Broad helped things along on the PR front. As the campaign slogan said ‘Doing Good Never Felt Like This Before’.
The production company – Toast – entered the film for a British Arrow Award and was nominated. For my agency, I was the Creative Director, Art Director and designer for the entire campaign. For my sins, I’m the one yelping in the fox outfit. Blink and you’ll – thankfully – miss it.
Agency: Bluefrog Fundraising
'“Never in the field of human conflict, was so much owed, by so many – to so few.”
Winston Churchill’s tribute to the sacrifice and valour of the Royal Air Force during WWII are the perfect starting point for our animation. The nostalgia and pride people feel for RAF servicemen and women from yesteryear up to the present day is – like WInston – not to be underestimated.
In our legacy ad we wanted to bring together past and present sacrifices by telling the story of just two RAF veterans. To do this in film would have been far too costly for our limited budget, but with animation we were able to bring all the drama to the screen while allowing us to creatively transition from the past to the present field of combat.
Through the film, social posts, and a free legacy guide and art print signed by a WWII spitfire pilot and taken from an animation still – the response far exceeded it’s target, driving 465 enquiries from a limited TV airing, and generating 585 leads from the social posts. MC&C – our media partner – said this is the best cost-per-acquisition they have ever seen in their agency for a legacy campaign.
Agency: Arthur
You finally get away from the city, and you’re wandering through the woods with only the occasional crack of a fallen twig underfoot to break that whispering tranquility you’ve longed for. You look up from your calming thoughts to appreciate where you are once more and – just then – you see it, No further than 20 feet away. Perfect. Majestic. Almost magical… Thank you nature.
These are the feelings for nature I was trying to elicit from this immersive legacy campaign for RSPB. Highly sensory and incredibly special moments shared with our native wildlife. Experiences that we never forget and personally feel the need to protect.
Agency: Arthur
Leave the world with water.
That was the previous line I came up with for WaterAid 10 years ago and – until recently – was still running as their legacy strapline. When the work came up for pitch at Arthur, I couldn’t wait to bring some real energy to the product along with a simple positive statement that you can stand up for and be part of.
This is one of the ideas that won the pitch, it came about after I realised ‘H20’ could be dropped into many of the words relevant to life beginning in communities where having access to clean water can bring SCH2OOLS, LIVELIH2OODS and H2OPE
Agency: Arthur
Most of us think the RSPCA just rescue kittens stuck up chimneys, but they also run a number of community programmes to teach kids – many from disadvantaged backgrounds – about animal welfare and caring for wildlife. They believe that by fostering kindness and compassion in children towards all animals, they can create a future that is truly kinder to animals.
What the organization needed was a way to present these programmes to their high-value donors, under one unifying prevention strategy while living within the new brand position of ‘It takes all of us to create a world that’s kinder to animals’.
I named the project, and designed/art directed the work.
Agency: Arthur
Over 1,100 people living with diabetes contributed to the campaign with hints and tips on living well with diabetes. These people were were integral to every phase of the work, including collating and editing the content they gave us down to the final 100 tips for our (their) book – 100 Things I Wish I’d Known About Living with Diabetes.
The TV ad featured real people living with diabetes giving their favourite tips and recommending the book that they themselves had helped to create. People living with diabetes also featured in all other media executions and the book was promoted through Diabetes UK’s own social channels and through the diabetes community.
The campaign received an unprecedented response, resulting in only 56% of the planned TV spend being necessary to achieve it’s target. The actual responses to the TV were 157,143 against a target of 15,972. Respondents were put on an email stewardship journey leading to membership and twice as many people became members than our client was hoping for.
The total campaign responses read like this:
Actual 171,816 vs. target 24,823. Facebook engagement rate: Actual 43% vs. target 2%.
It won some DMA awards in 2016 too: Gold in Healthcare and 2 Bronzes in Best Integrated Campaign and Best Customer Acquisition Campaign. Nice one people.
Agency: Arthur
Off the back of a shoot for The Telegraph, I art directed this series of press ads telling the stories of two war veterans. Trying to bring as much drama to the images as the stories held in the detail, and capturing these men reflecting on how life was never the same again after returning home from conflict.
Agency: Arthur
The problem almost every charity faces is how to keep the supporters – supporting. Many people who sign up on the street go home and cancel their direct debits within days. I believe it’s because they don’t just feel they’ve been strong-armed by over zealous selling, but because there isn’t anything in the relationship for them to look forward to other than the intitial feelgood they now don’t feel.
In light of this, I produced this year-long engagement piece for WWF. Inviting the public to become virtual tiger rangers through their own unique online 360 degree live jungle landscape. To keep the new supporters returning to this space they are alerted monthly via SMS and email to new areas they’re unlocking within their landscape. With recent camera-trap videos, more tiger traps found and cleared, and an occasional rank promotion for their collected achievements in the fight against the tiger poachers.
Agency: Arthur
Our objective was to give a rich and personal year-long experience to new supporters of UNHCR.
We wanted to take them to Za’atari Refugee Camp in Jordan, introduce them to the syrian families who are living there, share their stories, and show supporters the impact their help is having through seven basic provisions for survival during a families time on the camp – REGISTRATION, SHELTER, WATER, EDUCATION, MEDICINE, FOOD and a final THANK YOU for the supporters at the end of their year of providing these vital supplies.
We flew a writer and photographer over to the camp for four days of gathering a year’s worth of content – case study videos, still photos, sound, and – of course – the homepage 360 degree shot which we took from the roof of a land rover. This content then appeared across the 360 camp view and new areas of the site unlocked every two months and each time a new provision was introduced.
The campaign was supported with very simple mailings to say thank you for the WATER or MEDICINES etc, provided in the last two months, and to deliver the positive ‘big picture’ results of their continued support.
Agency: Bluefrog Fundraising
