Great Ormond Street case study
Agency: Arc Worldwide
Client: Great Ormond Street Hospital Children’s Charity
Great Ormond Street Children’s Charity developed a campaign to encourage existing donors to prevent unnecessary operations being carried out on children.
The campaign asked existing donors to give money for ultrasound scanners to enable doctors to do internal examinations without carrying out operations. The charity explained the benefits of ultrasound equipment with a mailing pack containing a letter in a see through envelope with the following question visible: “If you could see inside every envelope, would you open everyone?” With the obvious answer being ‘No’, the copy explained what the ultrasound diagnosis would allow doctors to do with their patients.
The mailing was one of the most successful in the charity’s history with a response rate of 15 per cent and an average donation of £18.30 for an average cost per pack of 55p. This delivered a return on investment of 500 per cent.
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