King’s Health Partners

Cancer Centre at Guy’s campaign

Campaign strategy
Campaign identity
Fundraising campaign
Campaign assets
Campaign activation
Art direction
Tone of voice

Client

King’s Health Partners is an academic health science centre in London, that brings together King’s College London and several leading NHS trusts, to translate research and education into improved patient care and innovation.

Brief

King’s Health Partners wanted to build a ground-breaking Cancer Centre on the Guy’s Hospital site at London Bridge. The ambition for the new 14 storey building, was to become one of the largest Cancer Centres in Europe. It would embody King’s Health Partners’ vision of pioneering better health and well-being, locally and globally, through integrating excellence in research, education and training, as well as patient care. The Fundraising & Supporter Development division of King’s Health Partners asked Rose to help them develop a creative campaign to support their efforts. Their brief was to raise awareness and inform prospective donors about their £30 million fundraising program, to help build the world-leading Cancer Centre at Guy’s Hospital.

Solution

Rose recognised that high net worth individuals are regularly asked for their support by charities. So we suggested a departure from the general patient/capital projects that competitors were producing, in order to highlight the Cancer Centre as a special place of unique care. King’s Health Partners wanted to talk prospective donors through the patient pathway, highlighting the translational medicine element of the Centre likely to resonate with potential donors with a specific interest in the field. So to help the proposition stand out from competitors, Rose created a campaign identity that shares the thoughts and feelings of everybody that cancer effects; the patients, their families and friends, doctors, nurses, support staff and researchers – to make a connection with potential donors and encourage them to think how their contribution could help to realise the Cancer Centre at Guy’s Hospital, for everyone involved. Rose commissioned a series of warm and emotive illustrations and an accompanying tone of voice to make the campaign feel more human and relatable, whilst informing audiences about the project. We also created a little storybook, used for one-to-one personal presentations with key donors, as a gift.

Result

The campaign proved a resounding success with both staff and project partners, as well as target audiences and prospective donors. It also enabled King’s Health Partners, the Guy’s & St Thomas’ Charity and NHS Foundation Trust to help raise the profile of the project and the key funding required to reach the £160m project target,¹ mobilising the Cancer Centre build on schedule and on budget.²

¹ guysandstthomas.nhs.uk
² laingorourke.com