John Grooms to roll out integrated drive locally

ANNIE KELLY

Disability charity John Grooms is launching its first integrated fundraising and awareness drive but is limiting the campaign to two specific regional areas.

The charity has decided to roll out the campaign in north London and Southend in Essex after conducting research that identified both localities as key supporter communities.

"We wanted to trial a very targeted tactical marketing campaign in areas where we have a concentration of housing schemes, in a move away from the wider campaigns that we normally run,

said John Chamberlain, director of fundraising at John Grooms. "We carried out extensive research which showed that both areas have a relatively good awareness of our work and had a high level of volunteer activity."

The charity will blitz both communities with a broad spectrum of fundraising and awareness initiatives. The campaign will feature poster and press advertisements, a large-scale direct mail drive and is also using bus stops, stickers and fliers to reach the widest possible audience. In addition the charity will run a cold telephone and street fundraising programme to recruit additional support.

Designed by creative agency Bluefrog London, the campaign has been developed in partnership with disabled residents in John Grooms' housing. Entitled "Disability, take another look", it aims to challenge society's refusal to recognise disabled people.

"After talking to our residents, the message came out loud and clear that they're sick of being treated like they're invisible,

continued Chamberlain. "With such an intensive campaign we're hoping to force people to take another look at the issue of disability and start seeing the person within."

The campaign will also act as a trial for future fundraising and awareness activity. The two localities are being divided, with the poster and media advertising only appearing in specific areas. Public response to the direct mail, telephone and street fundraising in the patches featuring the advertising will be tested against return on investment in areas that carry no visual prompts.

The charity would like to roll out similar campaigns in local areas to raise awareness of its work and to boost supporter and awareness levels on a national scale.

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