Digital Campaign of the Week: Ataxia UK

The charity that supports people with the neurological disorder Ataxia launched a digital campaign to raise awareness of the condition

Ataxia UK campaign
Ataxia UK campaign
What is it?

The campaign was launched to coincide with the charity's awareness day on 25 September. The main aim of the campaign was to drive people online to the organisation’s website, where they could find out more about the degenerative condition. More than 10,000 people in the UK have a form of ataxia. However, only 7 per cent of people have heard of the condition.

What did the campaign involve?

The charity used viral marketing to promote the campaign, including a film made for Ataxia UK by the Media Trust, which was syndicated to a network of websites. This was combined with Google and Facebook advertising, which drove traffic to the charity's website.

What then?

Once on the website, visitors could see a time-limited section that showcased its theme of Stop the Clock. A slideshow of different photos changed as a clock ticked, and the visitor was encouraged to click through to a donations page that illustrated the case study of the photo they clicked on. After donating, a thank-you page linked to videos and examples of the work done by the charity with the money raised.

What other activity is lined up?

The Stop the Clock theme will continue throughout the year, and has been incorporated into the organisation’s donations and legacy leaflets.

Did the charity have external agency help?
 
Design agency Angel London provided Ataxia UK with pro bono support to develop the clock logos and branding. IMA Group coordinated media work and advertising for the awareness day campaign. The charity’s web agency, Fat Beehive, conducted the online work.
 
Third Sector verdict:

An effective campaign that should raise the condition’s low profile. The Stop the Clock theme is attention-grabbing, and the emotive case studies should prompt donations to the charity. The video is hard-hitting and gets the campaign message across succinctly.

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