Local charity, Willen Hospice, have been established for over 40 years, offering support and care to the local community. However, they have one big challenge! People don’t know that they offer more than just services at their Hospice building by Willen Lake. 80% of Willen's support happens at home, which is completely un-funded and relies on support from the public.
Whilst awareness of Willen Hospice is good in the local community, people assume the Hospice is totally government funded and don’t understand that the large majority of funding comes from the public. More than that, there is an in equity in funding, with some Hospices that serve smaller areas and populations receiving more than Willen.
Our challenge from Willen was to get local people to support their fight for more funding from the government but not asking for donations at this stage. So, we wanted people to sign up and raise their hand to show their support. Being a charity, their budget was limited, so we had to work creatively for the best output.
The Hospice has never broadcast a brand campaign before, but with the support of MOTUS, that all changed. We completely got behind the challenge that people with a life limiting illness have a right to be cared for at home where they feel comfortable, are in the place they feel happiest, surrounded by loved ones.They can have a better quality of life.
It’s up to us all whether or not they get that right.
Using our4sight framework, we looked into 4 key areas:
Cultural Context
With the current economic climate, the Hospice is hit with growing costs (wages, energy,etc). With Milton Keynes being the 3rd fastest growing city in the UK, there is a growing demand for their services.
Sector Convention
WAH (Willen at Home) is totally unfunded, with around £1.5m required from charitable donations to ‘keep the lights on’.
Human Truths
People in palliative care prefer to die in the comfort of their own homes. People rally when neighbours or community is in need. “Charity begins at home.”
Brand Advantage
Willen Hospice are the only providers of palliative care at home in the area. The local community relies on the Hospice to care for people with life-limiting illnesses.
Using these insights, we created a “way in” through the strategy proposition of“caring at home for you and yours”. This serves as a springboard for our creative idea.
We needed to get people to do more than just think “oh, they do important work in the community”, but to get them to sit up, take notice, and care. The idea that was the realisation of our ‘way in’ was a simple 2-word question ‘who cares?’ It challenges people to ask themselves the question, “do I really care, and shouldI do more?”
It draws you in because you want to know what’s going to follow. We then unpack the following key messages:
WAH gets no funding.
WAH needs £1.5m to keep going.
WAH needs their help.
It’s everyone’s (local) problem.
Everyone (local) should care.
The results also speak for themselves, we used PPC to activate the campaign achieving
9,000+ clicks to the landing page
8,500+ hand raisers
11.20% conversion rate (wow!)
This is been the most successful campaign using PPC that the Hospice has ever run!
