Strengthening the MSS Against Recession

In the late 1980s/1990s, the MSS faced a two-pronged attack: the economy was in recession and charities were becoming increasingly competitive for donations.
Agency: BMP DDB NeedhamAuthor: 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 beenin 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...

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