Finalist
Tommy’s Tower
Summary of work
Tommy’s charity needed support and ideas for World Prematurity Day in November 2013. Creston Health – comprising Red Door Communications, Liberation Communications, ROCK medical communications, PAN and DJM Digital Solutions – were approached to support this activity pro bono.
Tommy’s leads the way in pregnancy research and wants to open a new research centre but needs £400,000 to do so. Tommy’s wanted to use World Prematurity Day to boost its fundraising appeal and reinforce its message that every pregnancy should have a happy ending.
A hothouse brainstorm of the five managing directors together with senior Creston Health personnel led to the development of Tommy’s Tower: a digital pledge wall to encourage donations to Tommy’s in the lead- up to World Prematurity Day (www.tommystower.org.uk). They also identified areas where they could offer Tommy’s ad hoc support.
A traditional and social media campaign highlighted prematurity as a public health issue and drove visitors to the Tower and on to Tommy’s main site to make a donation which saw a 150% increase in traffic in November.
In other ad hoc work, DJM Digital Solutions brought the charity’s online messaging to life through two videos, one supporting Tommy’s Five Point Pregnancy Plan, the other for Tommy’s annual awards. In total, the agencies donated the equivalent of £38,000 in time.
Judges’ comments
A fresh idea that used a creative platform to help parents and carers engage emotionally. Great mix of practical and emotive, with excellent legacy impact and fantastic fundraising.
