Rennie Grove Hospice Care is a charity providing care and support for adults and children diagnosed with cancer and other life-limiting illness and their families.
The brief was to refresh their Legacy Materials approach and creative in order to increase their uptake in Legacy donors. The communication required a new tone of voice that was specific to the Legacy field, a new creative that adhered to existing brand guidelines in order to appeal to a wide target audience of 25yrs+.
We started with a Focus Group, meeting with key volunteers, a Legacy expert and retail managers to openly discuss the sensitive subject matter and gauge the appropriate direction for the new approach. From the insights gained, we then looked at how to bring these through in the creative. The outcome was a look and feel that was more personal, visually sensitive with poignant elements.
This creative was then implemented across a number of marketing materials - a Legacy Pack, leaflet, inserts, shop posters, A-boards and further communications.