Campaign details

Agency: Different Kettle

15,000 children in Scotland live with an incurable condition that will cut their lives short.

But the Children's Hospices Association Scotland (CHAS), the charity best equipped to support them and their families, was only reaching a tiny fraction of them.

A profound step-change in brand perception was needed.

Strategy

In 2015 a report commissioned by CHAS found over 15,000 children in Scotland live with an incurable condition that will cut their lives tragically short.

CHAS is the only charity in Scotland that provides hospice services for children with life-shortening conditions.

But it could now see that it was only reaching a fraction of the audience.

A profound brand shift was needed to heighten awareness of CHAS' mission.

A series of workshops and cross-stakeholder research work sought to find out what CHAS can do to help - and how a member of the public can be motivated to support them.