Hampshire and Isle of Wight Air Ambulance provides critical care day and night to people who need it most. This does not come cheap, in fact it has to raise over £250,000 a month! As a charity it relies almost solely on public donations to achieve this.
We were honoured to be commissioned by HIOWAA to lead a complete rebrand and marketing launch to redefine their brand promise and position and shift the emphasis from the obvious helicopter to the actual people who deliver their outstanding service.
Before
After
The Mission Marketing Campaign
Following the launch of the new brand identity our next exciting project was to create a marketing campaign to help raise awareness and boost regular giving; a key priority for the mission and securing the long term future of the service.
We created the Small Change Big Difference campaign to highlight to the public how the small personal cost of a regular donation has a massive cumulative benefit for the service and a potentially life saving benefit for themselves.
The campaign is running across social, local out-of-home, digital and print channels and since the campaign launch we’re proud to say that by the end of the financial year 2022-2023, HIOWAA forecast that the campaign will be delivering a massive £3,381,866 per annum.
“Everyone at the charity has learned so much from our brandscape exercise. I don’t think we really understood either the components or the strength of our brand, but Simon, Brook and Laura have lead us through a meticulous and methodical process that has given my team real confidence to take our charity’s brand forward. Their skill and experience, as well as their ability to add the fizzingly inspirational mountain-top moments to the process, have delivered us a stellar outcome! The brand evolution has received unanimous approval and praise from all the trustees and the new logo and the strapline/vision/mission statements never fail to make the hairs stand up on the back of my neck. Great job guys - thank you”
Putting critical care on the Christmas list
How do you engage with a cynical public at a time of year when purse strings are even tighter than normal? Our solution was to create a campaign that encouraged people to make a simple small donation as a Christmas gift on behalf of a friend or loved one, rather than a pair of unwanted novelty socks or yet another box of chocolates. Put simply, Give Life Not Socks.
Our challenge was to create a short, hard hitting promotional film that had the flexibility to be be cut in a number of ways to allow cost effective marketing on social media in the run up to Christmas. It also required high quality and complex production values without a Hollywood budget, something charities are becoming more conscious of as they juggle marketing budgets without the public perception of overspending.
A storyboard is imperative for a production of this scale and level of complexity, it allows for meticulously preproduction planning that ensures everyone involved in the process knows exactly what is required on the day.
Once we had all the footage in the can we set about carefully piecing the elements together. You can see the result for yourself below.
But of course the real result is how the campaign was received and whether HIOWAA reached their fundraising target… they didn’t just reach it, they quadrupled it! We are certainly proud of the end result, but don’t just take our word for it….
“Give Life Not Socks, our first Christmas campaign, shone a spotlight on our charity at a time of the year when it is notoriously difficult to stand out from the crowd. Not only did the campaign raise far beyond our fundraising target, we also saw a dramatic spike in our social media engagement, website traffic and local media coverage – we even made the 6 o’clock news. From the first creative sessions where we grappled with the all-important ‘Why? How? and What?’, to the launch of the campaign in mid-November, Fruitful served as a collaborative partner, creative guiding light and full blown film production team. The bar has been set high!”
Take a look behind the scenes and discover how we pulled off recreating a wet winters day RTA.
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