




The brief for the Royal Melbourne Hospital (RMH) Christmas Appeal asked us to highlight the incredible work of the Hospital’s Emergency Department during the busiest time of the year: the Christmas and New Year period.
Our approach centred on connecting with donors on a deeply personal level. In every element of this appeal, we’ve placed donors at the absolute centre, highlighting the critical role they play in helping the helping RMH deliver world-class care.
Making it seasonal and urgent, we called on donors to support the RMH so that when the worst happens the trauma teams would be ready for what comes next.
Infused with warmth and compassion, this multi-channel, comprehensive campaign balanced genuine emotion with compelling urgency.
Our work included:
- Two Wave SV Appeal
- Cold Acquisition (adaptation)
- Major Donor Pack
- eDMs and Social Tiles
- Hospital Signage – Lifts, Posters, Foyer, Exterior, Kiosk
- Extension into event collateral
Christmas Appeal | Standard Value | M|ajor Donor | DM | eDM | Social campaign | Collateral | Events | Signage
Charity | Fundraising | Not-for-Profit | For purpose