Case study: Douglas Macmillan Hospice

The charity's Dare to Bare campaign used good, clean nudity to raise more than £10,000

Linsey Ford won the most Facebook likes in the competition
Linsey Ford won the most Facebook likes in the competition

Organisation: Douglas Macmillan Hospice
Campaign: Dare To Bare
Agency: In-house

Douglas Macmillan Hospice in Stoke-on-Trent ran its Dare To Bare campaign between January and March after a similar campaign last year raised nearly £10,000.

The idea originated with a local photography studio, BCaptured, which wanted to run a fundraiser and raise awareness about the hospice's work.

The studio advertised for women to take part in a series of tasteful nude photoshoots. Participants, who paid £25 each to take part, posted their pictures on Facebook. Their incentive to get sponsorship was that the woman raising the most money or getting the most 'likes' would receive a free framed canvas of their photograph.

The charity spent nothing on the campaign but has raised more than £8,000 so far. The photos were taken in February and published on 4 March, with one week given to attract the most sponsorship.

Linsey Ford won the most Facebook 'likes' with 225 for her picture, and Angela Joblonski won the most sponsorship, raising £695, despite the fact that her picture was reported and taken down by Facebook.

The charity more than doubled the number of people taking part in its 2014 campaign to 52, and almost half of these had some connection with the hospice, which is named after Douglas MacMillan, founder of Macmillan Cancer Support.

The hospice will run a male version of the campaign in November, featuring male relatives of the women in the 2013 and 2014 campaigns.

Facebook was the main channel used to communicate the campaign, with the entire Dare To Bare album receiving 125 'likes', 62 'shares' and 38 comments. Collectively, the individual photos received 3,268 likes and 747 comments over the course of one week.

BCaptured featured the campaign on its own website and the charity received 119 hits on a dedicated page. The campaign also featured in the local press.

Expert view: Chris Arnold, Founder, Creative Orchestra

It's hard to say if this campaign should be classified as a shock tactic or just smart. It's a low-budget initiative with a big impact. As social media-driven campaigns go, it has all the right elements: people, their stories, lovely imagery and ... nudity. It is tasteful and avoids being smutty. It also has engagement, because the public is asked to vote for the best photograph. In the world of charity, where being brave is more an exception than a rule, this is on the edge. Well done to the hospice for being so daring.

Expert rating
Creativity: 4
Delivery: 4
Total: 8 out of 10

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