RNIB launch Scared Senseless appeal around Halloween
Howard Lake | 5 September 2004 | News
Royal National Institute of the Blind (RNIB) has adopted Halloween for a national fundraising appeal under the ‘Scared Senseless’ campaign title.
RNIB has been looking to run an annual fundraising appeal and has chosen to tie it in with Halloween.
Ann Paul, RNIB Development Director, explained that “RNIB has adopted Halloween under the Scared Senseless banner to drive home some key messages about the RNIB and sight loss at a time when people are having some harmless wicked fun to raise funds to help those devastated by sight loss.”
Advertisement
She added: “in the UK 90% of people say that, of all the senses, sight is the one they are most scared of losing.”
RNIB has appointed Haggie Hepburn to help develop awareness of the Scared Senseless campaign and encourage the media to support the day of action in the week running up to Halloween. They will work with Hannah Arbeid of 100Watt Consulting, who has developed the concept and will project manage the campaign.
Ann Paul said: “We asked Haggie Hepburn to develop a fundraising theme for us to hang a fun annual appeal on. They identified Halloween as a time when people want to get out and have some fun and we decided to adopt it for the RNIB as a national fundraising day of action after some initial focus group work with our stakeholders. Halloween is growing in popularity in the UK as a time for parties and dressing up – not just for kids but for adults too. Harnessing that and making it work for the benefit of RNIB is the key to the Scared Senseless campaign.”
Creative consultant Hannah Arbeid said: “Responses from RNIB community fund-raisers have been spectacular; they can all see the potential for local fund-raising events: from Blair Witch style treasure hunts to sponsored sit-ins in haunted castles and fancy dress Halloween Balls. We are due to complete a major mailing to independent high street retailers in the coming weeks.”
RNIB is approaching major corporations to back the Scared Senseless campaign, including major pub chains, national caterers, drinks brands and telephone companies. It is also engaging with TV and print media to support the campaign with competitions, coverage and sponsorship.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.