Barncancerfonden – Fundraising campaign
Brand: Barncancerfonden (Children's Cancer Foundation)
Markets: Sweden
THE MARKETING CHALLENGE AND BRAND INSIGHT:
Barncancerfonden is a non-profit, umbrella association which represents seven childhood cancer charities. Its activities, funded totally by private donations, are divided into three main fields – research, education and practical support.
We wanted to widen the donor base beyond Barncancerfonden's customary base of women over 55, and decided to run a special campaign aimed at younger groups who had been hard to reach in the past.
Young adults (16–30) are receptive to the idea of contributing to charity – but we...