Golden Christmas Appeal

The Story: In light of the restrictions in place during Christmas 2020, Frimley Health Charity (FHC) wanted to make Christmas 2021 the best one yet for staff, patients and visitors to their hospitals. FHC asked us to help them launch their first-ever Christmas appeal that would raise unrestricted funds to make not only Christmas but every day special.

The Brief: To develop a campaign name, identity and direct mail pack for Frimley Health Charity’s first-ever Christmas appeal. FHC wanted their Christmas campaign to be something they become known for and that could grow year-on-year to become a key source of funds for the Charity.

Our Response: We developed the ‘Golden Christmas Appeal’ name, logo and campaign identity based on the concept of making Christmas golden for staff, patients and visitors, and which the Charity could then use in communications in and around the hospital to promote the appeal.

Why it Works: No one wants to be in hospital at Christmas, and everyone can relate to the difficulties of being apart from family and friends over the holidays, especially in light of the Covid pandemic. By asking supporters to help ‘make Christmas golden’ for staff and patients, young and old – whether it be funding carol singers, visits from Father Christmas or golden Christmas decorations – they can feel they are doing their bit to help staff and patients feel cared for at Christmas.

Results: We beat our income target by nearly 90% - receiving £28,500 in donations and 250 golden stars, offering messages of support to patients and staff in the hospitals over Christmas.