Stroke - Christmas pack 2008

Background

80% of strokes affect people over 65 years-old and as life expectancy increases, the social and economic impact of stroke will inevitably escalate, placing even greater urgency on the need to develop effective treatments.

The brief was not just to increase awareness but to move recipients by the plight of older people suffering from the effects of stroke.

Idea

Many stroke survivors are left incapable of speech and of managing the easiest everyday tasks, which can be incredibly frustrating and lead to depression.

This campaign puts the recipient in the position of a victim of stroke, demonstrating how difficult everyday tasks become.

The letter describes other effects of stroke, which include speech loss, confusion and depression. It goes on to highlight examples of research into ageing and explains the need for further funding.

Results

In choosing direct mail as the medium best suited to demonstrate the nature of the stroke victim’s problems, the campaign cost Help The Aged considerably less than they had budgeted for. It also led them to a 6.86% response rate with an average donation of over £15.

Our Thoughts

We are in a recession and the story is that many charities are finding it hard to keep going as people keep their money to themselves. We chose to include this campaign because it provides evidence that a good idea, properly targeted, can still open wallets and purses.