Birmingham Children’s Hospital Charity raises money to make a real difference to the 257,000 sick children and their families who use the hospital’s services each year; offering them the best experience possible while they’re there.
We were appointed to develop an overarching fundraising proposition that would allow the BCH Charity to raise unrestricted money to help enhance that experience.
The Story: Every year, over 257,000 sick children from Birmingham and across the UK are treated at Birmingham Children’s Hospital and the BCH Charity raises money to make a real difference to all those who use the hospital’s services, offering them the best experience possible.
The Brief: We were asked to develop an overarching, unrestricted fundraising proposition that would allow the BCH Charity to raise money both for the general work of the hospital and for specific areas of the hospital’s work such as equipment, research and new treatments.
Our Response: Our new fundraising proposition of Do More For Sick Kids included developing a refreshed verbal and visual identity that built on the strength of the existing brand – and particularly the balloon icon as a symbol of hope. We also created a set of fundraising guidelines that would enable the charity to create impactful, responsive and engaging communications.
Why it Works: The new identity is positive and uplifting – offering a rallying cry to supporters to ‘do more’ for sick kids at the hospital as well as reflecting the extraordinary lengths that the staff and families go to, to support the young patients.
An uplifting new identity