Children’s Medical Research Institute

Overview

Children’s Medical Research Centre (CMRI) is home to some of the best and brightest researchers in the world. These dedicated scientists are striving to find the best treatments, cures and preventions for childhood diseases– including cancer. We were asked to create a brochure that would inspire people to leave a bequest to the CMRI.

Problem

Create a brochure that would inspire people to leave a bequest to the CMRI.

Solution

We created a brochure that would touch people’s hearts and inspire them to act and protect future generations.

Results

We told true stories with genuine sensitivity in a brochure and sharing genuine facts of the CMRI.

The Challenge

To touch people’s hearts and inspire them to act, a bequest is a gift that’s given once – it is likely to be the most generous donation someone will ever make.

When a person leaves a bequest, they are making a statement. They’re saying ‘This is what I believe in.’ Unlike most CMRI communications, we decided the focus for this brochure shouldn’t be science, it should be people’s core values.

The Solution

We wanted to show prospective bequestors how CMRI’s research can help to protect future generations of their family against childhood disease – and potential heartbreak. Love between family members lasts beyond a lifetime – protecting the ones you love is the most powerful legacy you can leave.

We told true stories with genuine sensitivity. Only a deeply emotional, truly authentic story will move someone to make a character-defining donation.