What was the aim of the campaign?
Sense wanted to develop a new approach to fundraising and marketing that was in line with its philosophy of changing the narrative around disability – especially the complex disabilities it works with.
The charity aimed to recruit more than 6,000 new supporters and connect them with the positive 'spirit of Sense', bringing its amazing services to life. In doing so, it hoped to build long-term value with a new audience, and create an alternative to traditional channel-driven fundraising.
What did the agency do?
GOOD’s research into Sense’s audience, cultural and brand needs indicated that its prospective audience was looking for ways to improve themselves. This, coupled with the insight that one in four Brits avoid conversations with disabled people, led to a brief centred on building connections.
Sense Sign School gave the audience a chance to learn a new skill and communicate using British Sign Language (BSL). GOOD created an integrated digital campaign where targeted social ads invited people to sign-up to receive BSL lessons via email.
The teacher and star of the campaign was 15-year old Tyrese Dibba, known as “Mr Tyrese”, who has been supported by Sense for many years.
What did the campaign achieve?
Despite launching during the Covid-19 pandemic, the Sign School campaign beat benchmarked recruitment targets by 500 per cent, and helped 41,000 people learn BSL.
The campaign proved a cost-effective way of reaching a new audience. It surpassed initial targets of £11 cost-per-lead and opt-in rates of 25 per cent, achieving £2 cost-per-lead and 60 per cent opt-in.
This means that Sense can now communicate with more than 24,000 new supporters. Thousands of people can now communicate using basic BSL, opening up conversations around the UK.
What the judges said
“This is a fantastic creative concept. It showed real understanding of the client, the issue and what would attract a new audience. Most importantly, as well as achieving the charity’s communications goals, the agency created a project that had a social good – increasing skills and awareness of BSL.”
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