- Campaign Creative Concept
- Integrated Content Production
- Online Distribution Strategy
Summary: Shape History were commissioned by CLIC Sargent to craft an emotive and impactful Christmas fundraising campaign to push boundaries creatively, and arm them with the tools to raise funds for to support their vital services for young people with cancer, and their families.
Emote:We set out to create a beautifully compelling concept, #KidSanta, that would personify the connection between CLIC Sargent and a young cancer patient. The main video, using real life beneficiaries, draws the audience into thinking they are watching a real festive ad until the call to action at the end of the need for financial support for families affected by cancer at Christmas – breaking the mold of traditional charity fundraising appeals of the last few decades through a fictional storytelling approach. It was complemented with a direct mail package, email assets and social media graphics, with full integration across all creative components.
Educate: The integrated campaign has been supported by a micro-influencer campaign across social networks, and a targeting online strategy, to encourage members of the public, and celebrities, to share the ad to support families of children with cancer facing the additional financial burden of Christmas. Drawing upon CLIC Sargent’s cancer cost statistics, the issue was illustrated in an educational but creative way. The online components pointed directed potential supporters to a landing page where they could donate, and engage with further information.
Action: Audiences were asked to donate to the appeal, and share the campaign, gaining traction and building support.
Result: The campaign resulted in a circa 15% increase on funds raised in the first 37 days of the Christmas appeal in the year proceeding. The video launched across social media channels and racked up over 84K views on Facebook alone, with a further 158 shares on Facebook and Twitter.