A critical cry for support
Beat
Christmas direct marketing appeal
An engaging visual campaign focusing on Beat’s life-saving services over the festive period.
What we did
Campaign concept
Creative
Copywriting
Design
Christmas can be a challenging time of year for anyone affected by an eating disorder, but the Beat helpline provides a lifeline over the festive period.
Lark’s challenge was to create a memorable fundraising campaign to help them answer every call on Christmas Day – and every day.
Calls to the Beat helpline go up 102% over Christmas compared with the rest of the year. And they’re often more urgent too. That’s why it’s such a critical time for the charity to raise funds from their supporters.
“This is fantastic – I am moved to tears.”
Kelly Oaks, head of public fundraising
(Kelly reassures us she meant this in a good way!)
Taking inspiration from the classic Christmas song, we focused on how donations could help Beat support everyone who needs them, when they need it most. Weaving in stats, facts and supporter stories, the engaging visual series conveyed the urgency of the problem but without triggering people who might be living through it.
The campaign ran across DM and digital – web, email and social – and led to a direct uplift in donations. Having worked with Beat on several Christmas campaigns, we know what a huge difference every donation can make to their life-saving services over the festive period.
Impact
The Christmas campaign was incredibly successful. Beat raised around £20,000 – with £5,000 in Gift Aid – and also saw more people donating than in previous years.
