Overview

The holiday season is a major fixture in any non-profit's calendar, with seasonal donations a significant driver of revenue. Building on the success of previous work with WJ , for the 2023 holiday season Medicine Hat Health Foundation (MHHF) wanted to see if we could go further and raise more donations than ever before.

Challenge

With many other local and national not-for-profits competing for seasonal attention, standing out from the end-of-year crowd requires something eye-grabbing. But with healthcare in particular, it’s easy to overstep into inauthentic oversentimentality. Balancing authenticity and uniqueness requires a deft touch.

Insight

The “Warm and Fuzzy” campaign was based around the iconic Christmas sweater repurposed with a medical theme, reminding people that others are going through healthcare challenges all year round. It blended traditional OOH advertising, targeted social media pushes, and digital placements on partner sites. The knitted motif was more than an affectation: we designed and manufactured limited edition knitted sweaters for MHHF staff to wear around the Medicine Hat Regional Hospital, and commissioned a 'yarnbombing' on trees surrounding the Hospital itself.

Results

"Warm and Fuzzy" was a direct contributor to making 2023 MHHF's most successful fundraising year to date. The campaign achieved record figures in both donations and online impressions, and tied in seamlessly with wider 2023 strategies to amplify MHHF’s efforts across the board.

 

Further Information: info@williamjoseph.com