Nearly 1,000 children under the age of 19 are diagnosed with cancer in Australia each year. Camp Quality’s purpose it to create a better life for children and their families at this difficult time. One of the ways they help children and their families to cope is to whisk the boys and girls off to “camps” at which they can be helped to form new friendships, test their courage with adventurous activities, and have a good laugh. (Mums and Dads get a bit of free time too!)
To inspire Camp Quality supporters to give again outside of the successful End of Financial Year and Christmas seasons. When audiences are regularly communicated with, it is important to ensure that each appeal stands out from another. We wanted to give supporters a new perspective on children’s cancer and the Camp Quality approach.
Every child has a unique story. Their experience with cancer is defined by the specific things they love, the family circumstances they live in and the needs that their cancer treatments create. Camp Quality recognises this and tailors their support to each child. So, since we know supporters want to feel connected to he people they support we knew we needed to share a distinctive, and unique story.
The appeal creative including design and language was defined by Jonah’s personal experience with Camp Quality. His sense of humour and his love of Colour Runs inspired the pack.
WHAT MADE IT MARLIN?
We helped to create a series of eDMs told from different perspectives starting with Jonah’s. Our team travelled to Orange to meet Jonah, get to know him and of course gain some creative assets. With Jonah’s help and some coloured powder we could really make the direct mail pack stand out.
Jonah’s family were thrilled to have been able to pay back some of the help they’d received through their involvement. And the appeal passed its fundraising target.