FUNDRAISING FOR CHANGE
In 2020, Kidney Research UK announced their new 10-year strategy and at its centre was a focus on improving treatments for kidney patients. We partnered with them to create a long-term fundraising campaign, from the strategy to the branding and content. Transforming Treatments kicked off with an organic and paid social campaign using video and still imagery and is being added to every year.
The heroes of the campaign are real patients. We captured their stories in an unfiltered way – the good, the bad and the shocking.
CAPTIVATING COPY AND TONE
To get attention and encourage donations, we carefully crafted the copy to make it hard-hitting and brutally honest but still hopeful. It needed to convey the urgency of the situation while also being human through the patient stories.
ESTABLISHING AN INFRASTRUCTURE
Transforming Treatment’s creative approach is at the forefront, but such a long-term project needs a strong framework. We provided the infrastructure to maintain a consistent campaign throughout its lifespan, including custom web pages and employee toolkits.
