Children’s Hospice South West (CHSW)
Raising awareness and donations for Children’s Hospice South West with TV and paid social campaigns.
Children’s Hospice South West (CHSW) provide crucial hospice, palliative and end of life care and support for children and young people living with life-limiting conditions and their families throughout the South West.
While the charity had good widespread support, they needed to build a broader, more resilient donor pool to ensure a reliable income stream and plan properly for the future.
CHSW came to us to reposition their charity and build brand awareness, connecting with audiences on an emotional level and encouraging them to donate.
28%
Engagement rate delivered on YouTube.
86%
Of households with children under 12 in the South West reached through Sky AdSmart and VOD.
3M+
24-45 YOs reached across the South West on Meta and YouTube.
We wanted to give audiences a better understanding of the important work CHSW does, reframing their perception of a hospice as a place full of life where joyful moments are cherished and valued.
Extensive research was undertaken with CHSW families, staff and supporters to find out what makes it such a unique place. We produced a TV ad featuring children and their families at three CHSW hospices as well as campaign assets, cut-downs and stills for sharing on social media.
As this was the first major brand campaign for CHSW, it was essential we got the tone just right. Several scripts were tested with the target pool, company stakeholders and families before ‘for all the times that matter’ was chosen.
Experian MOSAIC data was used to profile existing donors and define the best opportunity audiences in the South West to maximise potential donations.
The TV ad went live in November 2021 and was supported with VOD, YouTube ads and a paid social media campaign.
More than a million relevant people across the South West were reached, with an engagement rate above industry and platform benchmarks. These new audiences were targeted again in future campaigns to encourage their support.
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