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Urgent Christmas Appeal

The Story: CNWL NHS Health Charity is the official, established charity for the Central and North West London NHS Foundation Trust, which covers Central and North West London, Milton Keynes, Surrey and areas beyond.

As a charity, they raise funds for pioneering projects that complement and enhance the NHS, benefiting staff, patients and people across their 140 different operating sites.

Following a recently completed charity branding and proposition project with Black Bear, the charity was able to take their first steps in their fundraising and marketing strategy.

The Story: CNWL NHS Health Charity is the official, established charity for the Central and North West London NHS Foundation Trust, which covers Central and North West London, Milton Keynes, Surrey and areas beyond.

As a charity, they raise funds for pioneering projects that complement and enhance the NHS, benefiting staff, patients and people across their 140 different operating sites.

Following a recently completed charity branding and proposition project with Black Bear, the charity was able to take their first steps in their fundraising and marketing strategy.

The Brief: To plan, design and manage the creation of a door drop pack targeting the charity’s North West London catchment area with the aim of increasing awareness of the charity itself and the great work it does. The object being to hit or surpass the target of £40,000 in donations to aid their work in supporting patients and staff at Christmas with the provision of individual wellbeing boxes for staff to enjoy when working Christmas day.

Our Response: Our first action was to develop a media plan targeting 150,000 households with a high propensity to donate, in postcodes surrounding the operational sites.

Then taking the new brand and proposition, recently developed by Black Bear, we created a bright and vibrant door drop pack featuring a letter/donation form, A5 uplift leaflet, outer and BRE. We also branded the wellbeing boxes to be given to staff.

Our messaging approach was to have the Matron explain that some 935 staff be working on Christmas day, away from their own loved ones, and how much a simple gift, bought with a £12 donation, would mean to them.

How it works: This was the charity's first piece of activity for any kind of audience. The majority would not have heard of CNWL or what they do as their local NHS charity. As intended, the brand provided a huge amount of doormat standout, and the pack quickly delivered an emotive message with strong calls to action to support.

The uplift piece helped to further convey who CNWL are, what they do and why it’s so important.

Local acquisition for new charity