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.
Canterbury Medical Research Foundation
Invest in life
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.
New Zealand brain research institute