In an increasingly crowded charitable sector, NHS Charities Together needed to build meaningful donor relationships and maximise impact despite limited brand awareness and budget constraints.
Challenge
NHS Charities Together needed to increase brand awareness and donor engagement with a limited budget, facing low spontaneous recognition and minimal understanding of their charitable work.
Solution
We partnered with ITV's 'Loose Women' to create native, emotionally resonant content targeting ABC1 women aged 55+. Developed contextual TV commercials and social media content featuring real NHS staff and patient stories, integrated seamlessly with the show's authentic, warm style.
Effectiveness
90% brand identification
36% viewer engagement/intent to support
4.3 Fluency Score (System1's Ad of the Week)
52% ad recall amongst ‘Loose Women’ viewers
8% uplift in donation likelihood
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