A younger voice for people with dementia

Alzheimer’s Society

TASK: Create an integrated campaign to generate more gifts in Wills

Campfire conducted several focus groups to discover the best spokesperson for Alzheimer Society’s next legacy campaign. We tested celebrities, scientists, supporters who have already pledged and beneficiaries. It turns out that people want to hear from people like Lorraine Brown who was diagnosed with early onset dementia at just 61 years old. Lorraine speaks from the heart shes passionate about the work of the Alzheimer’s Society and shes made a gift in her Will to the charity. Who better to inspire others to do the same?

Lorraine now features in a highly successful integrated campaign featuring DRTV, DM and online activity.

BRINGING THE MAGIC TO THE MASSES

Wood Green

TASK: Create the charity’s first DRTV ad

Wood Green are a highly regarded charity by the people that have had direct access to their work and centres in and around Cambridgeshire. To expand their brand reach and appeal, we produced their very first national commercial.

WANT TO DELIVER PUNCH? CHOOSE PRESS.

Centrepoint

TASK: To use press to support the Christmas appeal

When anywhere seems safer than home, thousands of young people are forced to sleep rough, and at Christmas it’s especially difficult. We produced full page press ads to get the point across for Centrepoint.

Local cause, local message.

Wood Green

TASK: Drive engagement through outdoor

To gain maximum leverage from an integrated campaign around their animal centres, messages and images across door drops, press and posters were identical.

SOMETIMES LOVE IS NOT ENOUGH

South West WILDLIFE TRUST

TASK: To recruit new members

It’s easy to fall in love with the UK’s beautiful wildlife. This multimedia campaign for the Wildlife Trust prompts people to turn that love into support.

THEY MAY BE IN THE GUTTER, BUT THEY ARE STILL LOOKING AT THE STARS

CENTREPOINT

TASK: Persuade people to consider making a gift in their Will

A homeless young person has the same dreams as everyone else. This campaign for Centrepoint invited people to challenge their prejudices.

Maximum integration, maximum emotional clout

Alzheimer’s Society

TASK: Secure new legacy income

Our research told us what prospective donors needed to hear and who should say it.

With both personal and tragic experience of dementia, Sir Tony Robinson was the perfect spokesperson. The DRTV led multimedia media campaign broke this January.

A GREAT BIG THANK You

COMBAT STRESS

TASK: To support a recruitment campaign engaging the nation to say thank you on Armed Forces Day

As part of a public engagement social campaign, we produced a short explainer video featuring people of all ages and backgrounds saying thank you to our Nation’s current and ex-service men and women. This was supported outdoor using Ad-vans in key locations.

The campaign reflects the deeply powerful positivity of the Combat Stress brand and entices people to engage and support online across social media.

WHAT BETTER WAY TO CHAMPION A CAUSE THAN TO USE A WELL KNOWN CHAMPION TO CHAMPION IT?

SOUTH WEST WILDLIFE TRUST

Ellie Harrison is a hugely popular presenter on the BBC’s Countryfile programme and the perfect spokesperson to front the new recruitment campaign we’ve produced for the South West Wildlife Trust. Timed to coincide with the release of the 2016 State of Nature report, Ellie’s impassioned plea for more people to say YES to Wildlife struck the perfect balance between the rational and the emotional.