Christmas Appeal: Making Memories
For Christmas 2024 I worked on the first in-house DM campaign for The Royal Marsden Cancer Charity. This is 1 of 2 of the large appeals the Charity do each year, so it was a great opportunity to play with the brand and create a pack that would stand-out from the majority of our printed materials throughout the year.
Service
Direct Mail and
Digital campaign
Client
The Royal Marsden Cancer Charity
The Process
Myself and the Creative Manager collaborated with a freelance Copywriter to bring a patient story to life, workshopping a range of visual concepts and narratives that would entice our supporters to engage with the pack and donate.
The chosen concept focused on "Making Memories", showcasing how the innovative work at The Royal Marsden NHS Foundation Trust has allowed Zoe and her family to make new memories thanks to her trial.
Telling the story
We wanted to bring Zoe's story to life in a really special way, so we decided to create a visual diary/scrapbook to take the reader on a journey from diagnosis to treatment to life after cancer.
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We conducted a photoshoot of Zoe and family to celebrate all of the beautiful parts of her story and life - a highlight was definitely incorporating Zoe's horses and dogs into the photoshoot!
Save the date!
We wanted to stay in our supporters minds past the festive season, so we designed a calendar for them to keep. We featured some key dates from our events calendar, such as our flagship fundraising event, as well as cancer awareness days.
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At the end of the calendar we included a page for supporters to reflect on the memories they have made throughout the year, to tie back to the appeal narrative.
Getting social...
After speaking to the social team, we wanted to share Zoe's story online in a more bitesized way. We decided to condense her story and celebrate the amazing photos, creating a mini diary for supporters to scroll through.
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This format gained lots of lovely comments, showing how many people related to Zoe's story, but also people who shared her appreciation for the incredible work that's done at The Royal Marsden.
