INSTILLING PURPOSE, STRATEGIC VISION AND A BOLD, COMPELLING PERSONALITY TO ENABLE A NOBLE BUT INDISTINCT CHARITY TO BETTER ENGAGE THE HEARTS AND MINDS OF THE PUBLIC IN THE BATTLE AGAINST THE UK’S BIGGEST KILLER.
BRITISH HEART FOUNDATION
Heart disease is the UK’s single biggest killer and the British Heart Foundation is the UK’s number one charity leading the fight against it. But while awareness of the BHF is high, people have much lower levels of understanding about the work of the charity and its relevance to their lives. As a result, other UK health charities such as Cancer Research UK and Macmillan Cancer Trust outstrip the BHF in donations and legacy funding. We were asked to help the BHF engage more powerfully with its audiences. To succeed, we needed to change the spirit of the BHF from a leading charity to a leading campaigner and to motivate its audiences to find their fight again.
During its 50-year history, the BHF has always been a highly successful organisation, from conducting ground-breaking research to running the UK’s largest charity retail chain. We tapped into this heritage to articulate a powerful brand idea The Relentless Determination to Succeed.
We sharpened this to a bold call to action Fight For Every Heartbeat that was brought to life through a series of personal stories explaining this fight from the perspective of survivors, researchers, nurses, fundraisers and volunteers.
We created a more emotive and urgent tone of voice for the BHF along with a bold approach to brand identity around the four principles of Simplify, Intensify, Amplify and Red-ify. The result is an arresting style and tone for the brand, which has so far been rolled out across communications, digital and the retail space.
Aligning and motivating the internal audience was a key part of this programme. We ran workshops with each of the key business areas to explore how Fight for Every Heartbeat could relate to their own activities and goals. We also devised a ten-point manifesto for the internal audience, to equip them for their own role in the fight. This contained ideas for delivering the brand personality in their own working lives and interactions with others.
We re-branded the BHF’s membership programme aimed at supporting and developing the UK’s heart healthcare professionals as the British Heart Foundation Alliance.
We created a unifying proposition and visual language for the BHF Events Series to further strengthen and encourage greater participation, fundraising behaviour and connection to the cause. Central to this was to promote the sense of collective participation in the Fight for Every Heartbeat by creating communities of heart eventers – Heart Runners, Heart Swimmers, Heart Cyclists and Heart Trekkers.
We worked with the BHF to build a campaign to raise awareness for one of their key strategic initiatives: Creating A Nation of Lifesavers. Key to this is training people in the simple lifesaving skills of CPR. Our idea was to focus the call to action by giving the term CPR a more relevant, memorable and simple meaning – CALL PUSH RESCUE. The launch of the campaign received high national media profile, 16.8m twitter impressions, and 12,000 school children now trained in CPR.
The revitalised BHF was re-launched internally in December 2012 and externally in April 2013 and continues to be rolled out across the many facets of the BHF.
We continue to work with the BHF delivering the brand across the organisation – from research to prevention and care, from fundraising to retail to BHF events. Results so far have been encouraging with BHF moving up from 7th to 5th in the Third Sector Charity Brand Index.
INCREASE IN ONE YEAR
INCREASE IN ACTIONS
BY FACEBOOK FOLLOWERS
INCREASE IN UNIQUE WEB
VISITS WITHIN THE YEAR