King's College London
When we began working with the development department of King's College London, they had a long list of things they wanted to raise money for, including buildings, clinics and research. Broadly speaking, the campaign needed to work across their three main areas of Cancer, Neuroscience and Public Policy. But, for it to work coherently and pull together many different strands, the project needed a focus and a central theme.
After a long research and consultation stage, we narrowed the words down to two broad areas – doing something globally that made a difference, and supplying answers to commonly asked questions. The breakthrough came when we combined the two in the phrase ‘World Questions | King’s answers‘.
World questions | King’s answers gave us a framework in which we could examine the issues foremost in people’s minds, then show what King’s was planning to do in response. So in place of the traditional ‘ask’ for money, we were asking to help solve problems at an altogether higher level.
We quickly found that we could adapt the format to work in different areas: the gift form above with its Why/When/Who approach is designed to work across sectors, whilst the green brochure is specifically asking for funds to support new initiatives and research into increased co-operation in space.
Here the ideas carry through into small campaign booklets designed to be ‘pocket friendly'.
These are stills from a three-minute film we produced that was used to launch the campaign, and to anchor the campaign wesbite. The video itself plays below.
Launched in November 2010 World questions | King’s answers reached its five year target of £500 million by 2015 a year and a half before schedule.
And from a communications perspective, it shows that, with a bit of careful thought, potential donors can be attracted and engaged with thought-provoking ideas and issues, not just traditional pleas for bricks and mortar.
In 2014, having reached its five year target a year and half early, the campaign was re-launched with a new target. We updated the film, seen below, to aid the re-launch.