Agency: BMP DDB Needham Author: Anna Hutson

Strengthening the MSS Against Recession


SUMMARY OF THE PAPER

In 1986 the charity marketplace was increasingly competitive with more charities fighting for limited funds. The MSS's share of income had been in decline for three years and continued decline would have jeopardised future research. To stem this decline, the MSS decided to draw public attention and funds by increasing its advertising investment and changing creative strategy.

Three campaigns ran between 1987 and 1992, the result of which was that the MSS emerged from the recession with an increased share of income. This increase was achieved at a considerably lower cost than the majority of their competitors. The MSS also managed to generate a more stable income pattern in a notoriously volatile marketplace. Increased stability has considerably facilitated the planning of future research projects.