Rethink tests inserts in The Guardian during awareness week
Howard Lake | 24 June 2003 | News
Mental health care charity Rethink is testing 240,000 inserts in The Guardian during June to capitalise on its national awareness week.
TDA is the agency behind the campaign that is split testing two propositions; one focusing on opposing prejudice, the other on raising funds to provide practical support for people as they recover. Each leads with the experiences of somebody who has been affected by severe mental illness or associated discrimination.
Both inserts are designed to motivate people to make a regular donation to Rethink’s work. “The campaign has been timed to coincide with Rethink Week, which runs from 20-30 June,” said Louise Farnell, Head of Fundraising at Rethink. “The aim of Rethink Week is to raise awareness of and funds for our work.”
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“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 aim of the split test is to establish whether campaigning work or practical support are more powerful messages for generating donations. The message will be most relevant to people who have experienced mental illness first hand, either personally or through a friend or relative.”
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.