Alzheimer's Society Design & Branding HOPE by J. Walter Thompson London

HOPE

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Design & Branding
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director Dave Masterman
Creative Simon Horton, Hannah Ford
Designer Iain Cadby
Released April 2012

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: ALZHEIMER'S SOCIETY
Product/Service: ALZHEIMER'S SOCIETY
Agency: JWT LONDON
Creative: Hannah Ford (Jwt)
Creative: Simon Horton (Jwt)
Executive Creative Director: Russell Ramsey (Jwt)
Creative Director: Dave Masterman (Jwt)
Designer: Iain Cadby (Jwt)
Community Fundraising Manger: Jen Mosley (Alzheimer's Society)
Owner: Andrew Thornton (Budgen's)
Media placement: Experiential/Ambient (250 Blocks Instore) - Budgen's Supermarket Shelves - 11th April 2012

Describe the brief from the client
We needed to increase donations to Alzheimer's Society, the leading UK care and research charity for people with dementia.

A new way of raising money that was continuous, easier and more convenient than existing methods. We needed to catch people when they were in the mindset of spending money because we realized that's when they don't mind paying a little extra. One of these places was supermarkets.

Our target market was as broad as the people the disease affected almost everyone in the UK.

Describe the challenges and key objectives
We launched a new fundraising mechanism by selling hope in supermarkets. Engraved wooden blocks branded HOPE could be picked up in Budgens supermarkets and scanned at the checkout along with the rest of your shopping. The £1 cost went to Alzheimer's Society and the blocks went back on the shelf to be used again.

Our objective was to target a broad spectrum of people and create a donation mechanism that became part of their everyday lives. So donating wouldn't be a one-off, it would be as regular as buying milk or bread.

Describe how you arrived at the final design
By putting a charity on the shelves of local supermarkets, we engaged with people in an environment where they are in the mindset of spending money. And it meant shoppers were asked to re-think what they spent their money on; for the same price as a loaf of bread they could buy hope for people affected by dementia. By making hope a commodity it made donating part of people's everyday routine.

People affected by dementia rely on hope for improvements in treatment and ultimately a cure. So that's what we decided to sell, hope in aid of Alzheimer's Society.

Give some indication of how successful the outcome was in the market
The idea was picked up by national and international media, and immediately received a positive response on social networking platforms. Based on sales in the first week, HOPE will raise over £45,000 in its first year ␣ and that's just in two stores. This will pay for over 600 nurses to be trained in dementia care, run the 24/7 online support community for one whole year or fund 2.5 years of research into a cure.