February Motor Neurone Disease Association Fundraising Appeal

Motor Neurone Disease Association / ON Agency


This was a BIG fundraising appeal for a very BIG project: Project MinE. The aim of this project is to uncover genetic mutations that underlie MND. It also hopes to find ‘hero genes,’ genetic variations shared by people whose disease progression is very slow.

The appeal pack was BIG and generated scale and excitement at a glance, from the over-size legal outer to the A3 letter to the A2 lift. This appeal translated a complex subject into a single-minded creative execution backed up by solid data. The results matched the creative: BIG. The results were also challenging to the sector, showing that fundraising doesn’t always have to be emotional to work. In fact, being rational can work wonders. 

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