Who is The Aplastic Anaemia Trust?

The Aplastic Anaemia Trust is a charity representing people in the UK with aplastic anaemia (AA), a rare and life-threatening bone marrow failure that affects just two in a million people. 

They deliver support services, expert information and fund research to a very particular community: people with Aplastic Anaemia and their families.

When designing a campaign, any content must strike a balance, reaching the target audience in a sensitive and appropriate way. We work very closely with the internal comms and branding team to capture the charity’s tone of voice and specific aims when coming up with the creative for their video campaigns.

Social media video edits:

Results:

The campaign delivered on its goals in less than a week, exceeding the initial funding target by 28.8% within a week of launch

• Annual donations increased by more than 400% fueled by a campaign donation spike

• A 200% traffic spike through social channels such as Instagram on campaign launch week

• The launch email had an open rate of 41.4%, with 3.9% clicking through to the donation page

The work:

Last year we created a Christmas campaign for the trust and due to its success we are now working on this year's follow up campaign.

The campaign had very specific aims:

• To coincide the launch with the national Big Give campaign – there could be absolutely no delays

• To create a video campaign to increase funds, with a direct call to action, while raising awareness of the support it offers

• Raise a specific target amount of at least £10k in the first week of the campaign launch in order to unlock further match funding pledged as part of the wider Big Give appeal. If we missed this target, the charity would lose its additional funding

• Create a positive narrative and feel for the campaign, offering a message of hope and optimism

• Direct viewers to the charity’s online platforms, where they can access resources and directly connect with the charity’s support and outreach teams

What the client said:

"Hack Creative would always be our first choice for anything we're shooting with patients and families. They are a team of skilled storytellers who have really helped us pull the narrative together.

“For our Christmas campaign, we spent an August day with a family who have been supported by the charity. We filmed at their home, they decorated the house for Christmas and put festive outfits on, and Sarah (from Hack Creative) made clapper boards for the children. Spending a full day filming enabled us to film candid, relaxed footage, and to interview the parents with the kids, and on their own. Thank you to the team at Hack Creative for all of your creativity, compassion and amazing work on the final video campaign and social clips." Ellie Dawes, Head of Comms and Fundraising at The Aplastic Anaemia Trust.