Liveability launches first branded campaign
Howard Lake | 4 May 2008 | News
Livability, the new disability charity formed from the merger of the charities John Grooms and the Shaftesbury Society, has launched its first campaign.
Developed by Tangible Response, the ‘Freedom To Live’ campaign aims to raise awareness and support for the newly named charity and to highlight issues of poor education, housing and social opportunities that prevent disabled young people from the freedom to live the lives they choose.
John Chamberlain, Director of Fundraising and Marketing at Livability, said: “Freedom To Live is a fully integrated campaign delivered through awareness and brand response channels, campaigning, events and PR. It asserts our role as a leading organisation that provides both high quality services and policy campaigning to improve the lives of disabled young people in the UK.”
The wider campaign includes guerrilla marketing and government lobbying.
The media campaign, created by Tangible Response, will assist in building awareness of the new brand as well as encouraging supporter recruitment, fundraising and events participation, with a focus on new and younger audiences. The campaign is communicated by direct mail, press ads, underground ads, inserts, a micro-site, and the charity’s first use of direct response TV (DRTV).
During May 75,000 direct mail packs will drop, targeting new audiences with a variety of asks. Segments include potential high value donors as well as younger groups. Asks vary from £15 to £165 in line with the costs of special equipment that can be funded through donations.
The DRTV advert, broadcasting on satellite channels throughout May, tells the story of a young disabled woman, who has dreams and aspirations, but is held back from making them a reality. With Livability’s help, her life has improved and she can now do the things she once could only dream of. The ad asks for committed direct debit giving via a response telephone number.
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London Underground posters and press materials run for the next two weeks and drive traffic to the micro-site or to a response telephone number.
Twelve full-page press ads will appear across a selection of titles with total circulation of 4.4 million. In addition 1.5 million inserts will be placed in national newspaper weekend magazines and selected publications, including Radio Times, Christianity and the British Medical Journal.
Paul Handley, Managing Director of Tangible Response says: “This is a fantastic example of true multi-media brand building, campaigning and impactful fundraising.”
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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.