Dementia Appeal

The Story: Shortly before lockdown, Frimley Health Charity launched its Dementia Appeal. The campaign had limited success at the time given the fundraising focus being on emergency COVID support. In March 2022, the Charity invited us to work with them to rebrand the appeal and create a warmer, more human campaign which would help them meet their ambitious fundraising target.

The Brief: To create an initial overarching campaign idea for the new look appeal which could work across all campaign communications, including a DM pack to go to 12,000 supporters, poster, flyer and social media assets.

The DM campaign aimed to generate £30,000 in donations and raise awareness of dementia, its impact on patient care as well as on the families. And importantly, demonstrate the level of individualised care that patients receive from FHC staff.

Our Response: ‘Unique care for unique people’ was our campaign concept. Everyone’s experience of dementia is different – and symptoms could range from memory loss and sensory confusion to extreme and terrifying hallucinations. That’s why every patient is given unique treatment.

The only way Frimley can provide this level of care is by getting to know their patients and their loved ones – finding out what they like (and what they don’t). Only then can they give a family peace of mind, safe in the knowledge that their loved one will get the unique care they need and deserve.

Why it Works: ‘Unique’ is personal and human. It also suggests expert, ‘high value’ care which has an inherent ongoing need. The handwritten notes and circled and underlined words in the creative highlights the patients’ very unique needs and how the FHC staff make sure patients have everything they need to feel as safe and comfortable as possible during their stay.