BLOOD CANCER UK
MONKEY
BRIEF
Call to action: Donations
INSIGHT
​
Everyone can relate to the fear of losing a loved one.
​
CREATIVE CONCEPT
​
We want to maximise our chances of receiving donations in using a storyline that would touch the whole population of Scotland, all age groups, all backgrounds. And for that, we figured contrasting the terrible truth of cancer with a style much like a child's storybook could fit quite well with our goal.
​
This campaign will portray the difference that donations can make in providing a happy ending, not only for blood cancer patients, but also for their families.
SHORTLISTED
TV COMMERCIAL MOCKUP
In order to create a self-sustaining campaign, we figured it would be a good idea to find a solution to getting Blood Cancer UK more revenue. Because a lot of people are still reluctant to give their money away, we thought of a solution that wouldn't require them to donate money, but rather donate some of their time.
​
Whenever they can, they will be able to watch an hour-long video on Youtube which would be
an extension of the TV ad along with interviews and testimonies of patients and survivors.
This video will have advertisements which will directly bring some revenue to the charity.
The more views, the more revenue! A simple view and share will suffice!
SOCIAL MEDIA POSTS
MARKETING THE MONKEY
We figured it would've been a good idea to round up the campaign with some posters. To maximise the profits from the donations, we figured we could put these posters in places where people are on their way home.
e.g. but stop // train station // on public transport ...
​
We figured during these times when people wait around, there is a better chance of them paying attention and getting more attached to message with time. This way they'll be more willing to make a donation.
AUDIENCE TESTING (RED)