Sydney Children’s Hospital Foundation raises money to fund ground breaking medical research and world-class clinical care for sick and injured kids at Sydney Children’s Hospital, Randwick.
Sydney Children’s Hospital is of course government-funded. Seeking voluntary donations is usually undertaken using a heavily promoted public ‘Telethon’ in association with one of Australia’s major TV channels.
Aware that pressure was mounting to divide the proceeds of the Telethon amongst many children’s charities, the Sydney Children’s Hospital Foundation embarked on strategies to develop their own reliable voluntary income streams.
They approached Marlin to develop their new regular giving product from scratch.
Supporters’ regular gifts help the Foundation to provide resources to the Hospital that takes the treatment of sick children to another level. Children can drive cars to surgery. Therapists can provide access to fun educational experiences inside isolation wards that make medical procedures easier to endure. Paediatric health professionals are able to buy specialised equipment for babies and toddlers instead of accepting standard sizes.
Our investigation workshop took an interesting turn when all we could do was repeat the words “that’s amazing!” as facilitators gave us example after example of how the money was used.
We recognised that the Hospital Foundation did what every parent, aunt, uncle and grandparent would want – they made the very best possible care, possible.
We wanted to create a relationship that would inspire people to remember that because of their generosity, something incredible was happening every single day. We struck upon the idea of combining inspirational quotes from children’s authors with stories about the care being provided to babies and children.
After much deliberation we were thrilled the charity accepted our recommended name of TEAM AMAZING! It encapsulates the upbeat tone we wanted so that we could keep supporters focused on achievements. Emails are sent to coincide with weekly events such as a pick me up for Monday mornings, and a celebration of Hump Days.
What made it Marlin?
The whole Team Amazing regular giving product is vibrant, memorable and brims with positivity. Language maintains warmth and sincerity across all aspects of the communications, while a striking colour palette and fun typographic style creates a wonderfully feel-good vibe.