Media Inserts: Mental health charity Rethink has launched a major insert campaign in a move to carry its message to a wider audience. It is the cornerstone of Rethink Week, an event that aims to raise awareness of the charity's 400 projects across England, which help 7,500 people with severe mental illness every day.
Last Saturday, in an effort to rally new support, 240,000 inserts were placed in The Guardian.
Rethink has used strong images to encourage regular donations, particularly from readers who have experienced mental illness themselves or within their own families.
This is the first time the charity has used inserts to get its message across. It has adopted a creative approach that consists of representing two different realities: discrimination and recovery.
"This is a high-impact campaign using negative situations that have turned positive with help from Rethink", said Sarah Woodford Jones, account director at TDA.
The front page of the insert features two pictures. The first illustrates the abuse that people with mental illness are subject to in their community.
The second expresses the frustration they can feel at school or university when they need to concentrate for an exam. On the back page, the reader can find a case study of a woman who became ill at college. It explains that Rethink's network of support groups, through its employment and housing projects, can help people recover and regain control of their lives.
The charity is using this campaign as a test to find out whether or not inserts could become a reliable way for raising money in the future. This 'split test', so-called because of the two different messages contained in each insert, should create a benchmark for supporter recruitment.
"The aim of the split test is to establish whether campaigning work or practical support is the most powerful message for generating donations", said Woodford Jones.
This campaign follows a successful face-to-face fundraising initiative, which has resulted in the recruitment of 1,000 new donors.