# Liveability launches first branded campaign

- Link: https://fundraising.co.uk/2008/05/04/liveability-launches-first-branded-campaign/
- Published: 2008-05-04T09:11:00+01:00
- Author: Howard Lake

**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](http://www.tangibleresponse.co.uk), 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](http://www.freedomtolive.org.uk)
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.”

## Advertisement

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.

_[The original video is no longer available]._

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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