King’s College Hospital is one of the best trauma hospitals in the UK but, until recently, helicopters carrying critically ill patients could only land in a nearby park and transfer patients by ambulance, taking around 25 minutes.
We were asked to create a campaign identity and materials to raise the £5.8m needed to build a helipad on the hospital’s roof.
The Story: King’s College Hospital is one of the best trauma hospitals in the UK. Until recently, when the most critically ill patients arrived by helicopter they could only land at a nearby park, and transfer by ambulance to the Emergency Department could take up to 25 crucial minutes.
The Brief: We were asked to create an overarching campaign identity and appeal materials for the King’s College Hospital capital appeal, which was set up to raise the £5.8m needed to build a helipad on top of their Major Trauma Unit.
Our Response: We created an overarching appeal identity that simply and effectively summarised the need for the helipad: Time is Life.
Why it Works: We applied the new appeal identity to a suite of awareness building and fundraising collateral to raise the campaign’s profile within the hospital and local area and encourage people to donate.
This included re-branding existing fundraising activities such as a coffee morning renamed as ‘Bake Time’ and an abseiling event renamed ‘Hang Time’, using staff from the hospital as models.
We also created two highly targeted direct mail packs across the 12-month period of the campaign.
Results: The campaign smashed its targets and achieved a whopping 18.83% response rate and an average gift of around £130 across both appeals.
Massive 18.83% response rate