# Rethink tests inserts in The Guardian during awareness week

- Link: https://fundraising.co.uk/2003/06/24/rethink-tests-inserts-guardian-during-awareness-week/
- Published: 2003-06-24T23:00:00+01:00
- Author: Howard Lake

Mental health care charity Rethink is testing 240,000 inserts in The Guardian during
June to capitalise on its national awareness week.
TDA is the agency behind the 
campaign that is split testing two propositions; one focusing on opposing prejudice,
the other on raising funds to provide practical support for people as they recover.
Each leads with the experiences of somebody who has been affected by severe mental
illness or associated discrimination.

 
 ⌊Rethink insert⌉Both inserts are designed to motivate people to make a regular
donation to Rethink’s work. “The campaign has been timed to coincide with Rethink
Week, which runs from 20-30 June,” said Louise Farnell, Head of Fundraising at Rethink.“
The aim of Rethink Week is to raise awareness of and funds for our work.”

“This is a high impact campaign using negative situations that have turned positive
with help from Rethink,” said Sarah Woodford Jones, Account Director at TDA. “The
aim of the split test is to establish whether campaigning work or practical support
are more powerful messages for generating donations. The message will be most relevant
to people who have experienced mental illness first hand, either personally or through
a friend or relative.”

## Advertisement

 * **[Bloom Media creates fundraising Web site for free](https://fundraising.co.uk/2003/07/02/bloom-media-creates-fundraising-web-site-free/)**(
   2 July 2003)
 * **[David Coe joins Cascaid Consulting](https://fundraising.co.uk/2003/07/03/david-coe-joins-cascaid-consulting/)**(
   3 July 2003)
 * **[Depaul Trust shortlisted in New Media Age awards](https://fundraising.co.uk/2003/07/03/depaul-trust-shortlisted-new-media-age-awards/)**(
   3 July 2003)