The client
Hampshire and Isle of Wight Air Ambulance is the charity that delivers an advanced Critical Care Team to sick and injured people in Hampshire and the Isle of Wight when they need it most. Available both day and night, 365 days a year, the Air Ambulance Critical Care Team is called out many times a day to attend road traffic collisions, sporting accidents, collapses and many other incidents.
The Task
HIOWAA regular giving campaign ‘Small Change Big Difference’ started in 2018. The idea behind it was to show that donating one penny an hour over one month, can make a big difference to the charity.
It became apparent that the name of the campaign wasn't resonating with the charity’s audiences. The creative was too busy, which meant fundraising canvassers were having to explain what ‘Small Change Big Difference’ was all about to potential donors. Canvassers typically have just a few moments to capture the imagination and interest of potential donors, before they tune out, and the creative was working against them.
What we delivered
A new striking and impactful campaign with a simple and clear message that was inspired by being on the front line. The emotive tag line drew on a sense of vulnerability and heroism to engage and promote the campaign.
‘We’re there you. Will you be there for us?’
It was important to have a straightforward call to action that can easily be understood to increase monthly acquisition and conversion rates using paid digital advertising.
