After developing their new brand identity back in 2014, CMRF approached us once again to create broader awareness and understanding on the work they do.
To create cut-through in a competitive charity sector, we shifted their fundraising focus from asking for ‘donations’ to asking for ‘investments’. Because every dollar given to CMRF is not simply a donation — it is an investment in life.
To bring this new focus to life, we decided to use the 'Invest in life' platform to explore all three sides of each research story. That is; the researcher, the family beneficiaries, and investor. We collaborated with our friends at Resonate to develop a suite of short-form video stories, along with imagery from photographer Lee Howell. A bespoke investment document was created as a leave behind when meeting with corporates and high net-worth individuals.
By shifting their messaging and using real world stories, we both humanised the CMRF brand and highlighted the real-world impact of their work to potential investors and commercial partners. The results were astounding — with their website received the same amount of hits in the two weeks after launching the campaign as it did in the whole year previously.
A massive thank you must be given to Sir Eion Edgar, Dr Martin de Bock and the Greenshields family for sharing their stories with us.
