Isabel Hospice is a local charity which provides free palliative care and support for patients and their families with cancer and other life limiting illnesses throughout East Hertfordshire. Their specialist care is available to adults both at home and at their In-Patient Unit, as well as at their Day Service locations. All care is given free, although the charity’s running costs are currently £4.5 million, of which £2.8 million must be raised from charitable sources.
The Hospice has an ongoing annual programme of fundraising events – coffee mornings to golf days, bike rides and summer fairs – but at least once a year it aims to have a highly publicised keynote event to attract maximum public engagement and support.
The brief on this occasion was to brand and publicise a 5k fun run event in which participants start off in white and finish in an array of colours having been covered in multi-coloured powder paint thrown by onlookers, family and friends. The objective of the event was to raise at least £5000 in sponsorship and donations.
Our first recommendation was to brand the event by creating a name and logo that would pull all aspects of the promotion together and give it an identity that would add impact and generate interest across a multi-media advertising campaign.
Once the branding had been approved we would move onto the next stage and create a range of publicity materials for use across the full range of promotional activities, including traditional and digital marketing activities, outdoor media and merchandising.
‘Colour Me Happy’ was proposed and accepted as the event title, and the chosen logo featured colourful bursts of purple, yellow and green in keeping with the spills and thrills of the advertised contest.
The logo was then incorporated into a full complement of road banners, bus backs, posters, leaflets and sponsorship forms which covered the full spectrum of Colour Me Happy promotional activities. We also created branded merchandise in the form of tee-shirts, stickers and commemorative certificates for participants.
To ensure maximum publicity and raise awareness of the Colour Me Happy event we also produced promotional materials in digital formats to support the campaigns on social media and web banners for draw attention on their website.
The event, started by comedian and star of Mock the week Ed Byrne, proved to be a resounding success with more than 400 people taking part.