# Scope’s Mindful Monsters campaign wins big at the DMA Awards

- Link: https://fundraising.co.uk/2017/12/07/scopes-mindful-monsters-campaign-wins-big-dma-awards/
- Published: 2017-12-07T09:00:39+00:00
- Author: Melanie May

**Scope’s Mindful Monsters campaign, created with Good Innovations and Open to help
it recruit regular givers, has won three Golds and one Silver at this week’s DMA
Awards.**

 

[Mindful Monsters](https://mindfulmonsters.co.uk/) won Golds for Best Creative Solution,
Best Launch Campaign and Best Health and Wellness campaign. It also won Silver for
Best Charity campaign.

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[Scope](https://www.scope.org.uk/)’s objective was to build a new way to recruit
quality regular donors at scale and diversify supporter acquisition sustainably.
[Good Innovations](http://www.goodinnovation.co.uk) conducted research that showed
that parents with primary school children wanted to build their children’s resilience.
From this came the idea of providing parents with 12 months of mindful activities
to build children’s life skills and create family moments.

 

Scope then worked with [Open](http://opencreates.com) to transform the concept into
a creative campaign, with the strategy of creating a visual ID, tone of voice and
personality for an activity pack, Mindful Monsters.

 

Four illustrated monster characters were developed to reflect the four themes of
mindfulness that parental feedback told Open their children most needed: concentration,
positivity, relaxation and creativity, with visuals of the monsters used on activity
cards to demonstrate a different mindful activity under these four themes on each
one. The campaign encouraged parents to sign up to give a monthly donation in return
for 12 monthly deliveries of Mindful Monster activity packs.

 

The product was also developed to make the cards collectable, with a parent guide,
stickers and a collector’s box.

 

[⌊scope mindful monsters⌉⌊scope mindful monsters⌉[Once signed up, supporters received
a monthly pack of seven activity cards and two bimonthly emails: the first a teaser,
informing supporters their pack is on its way and what to expect from it, the second
offering tips, advice, extra activities, surveys, and encouragement.

 

The campaign launched in June supported by MediaLab, Equimedia and Clearprint. It
delivered improvements versus Scope’s core channel of face to face across both cost
efficiency and quality: the cost per new regular donor was 75% lower, and retention
levels were nine times better. 95% of responders are new to Scope, and signs ups
were 33% higher than predicted in the first three months, with parents feeding back
that using Mindful Monsters has worked with their children.

 

Claire Whitney, Scope’s Senior Individual Giving Manager said:

 

> “Not only have we transformed the way Scope recruits regular givers, parents have
> told us Mindful Monsters works in helping their busy families enjoy quality time
> together and in building resilience. This inclusive idea has also supported families
> of disabled children to set no limits on their child’s potential – which directly
> reflects Scope’s charitable purpose. This was a real team effort – the Scope team,
> parents and brilliant agencies all working together.”

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