With rising demand and stretched resources, RMHC NZ was nearing a point where it may not have been able to keep its promise to never turn a family away any longer. As the charity’s communications partner, One Plus One was tasked with developing a communications-led updated Christmas Appeal campaign with a tight budget which would drive public support through donations.
One Plus One developed the creative concept: Not Everyone Will Be At the Beach This Christmas - showcasing how many families would be stayed at RMHC houses while they had a child in hospital. Through this we tied in our overarching messaging which conveyed the urgent reality of the charity’s situation.
We worked with RMHC to develop the hero campaign photography and videography, overarching messaging, marketing materials, and drive awareness through a targeted earned media campaign. Our community storytelling-led approach focused on sharing stories and interviews with families in regional areas who had spent time with RMHC over Christmas to capture local hearts. We secured widespread nationwide coverage which helped RMHC significantly exceed its fundraising targets.
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