Children with Cancer UK uses DRTV ad in donor acquisition campaign
Howard Lake | 23 October 2014 | News
Children with Cancer UK has launched a donor acquisition campaign led by a DRTV commercial and outdoor advertising.
The campaign has been designed by digital and direct marketing agency WPN Chameleon and the advert will appear on popular daytime viewing channels covering drama, comedy and movies genres. Media has been planned and bought by MC&C, and call handling is supported by Listen and Ansaback. The online donation journey was designed by WPN Chameleon’s digital arm and built by Valldata Limited.
This is the first time that Children with Cancer has advertised on TV. However, they were aware that the combination of cancer and children made it difficult to get the balance right without disturbing the viewing audience.
[youtube height=”450″ width=”800″]https://www.youtube.com/watch?v=JB_WPxhehM0[/youtube]
The ad features the everyday hospital scenarios of children experiencing ‘The UK’s biggest child killer disease’. The impact of the disease is show through their eyes and emotions, and through those of their parents and loved ones.
The advert opens with Kylie in hospital having had two years of chemotherapy, moving then to Jake whose cancer has kept him away from family and friends having had three years of operations.
Then we see six year old Ella, who has a brain tumor. Each child asks a question, eclipsed by the touching “am I going to get better Mummy?”
The outdoor activity allows for even stronger messaging where the question changes to “am I going to die Mummy?”
Children with Cancer train advert
Mat Cottle from Children with Cancer UK said:
“We were clear from the outset that our ad had to be something for the charity to be proud of, one that brought to life the dreadful reality for many families through emotional stories, whilst remaining sensitive to their plight. The team at WPN Chameleon inspired us and supported us every step of the way, from the stakeholder and strategic sessions, through pre-testing research, creative execution and production”.
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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.