The brief:

Baker Heart and Diabetes Institute (BHDI) engaged Magnetic in advance of the organisation’s first-ever Giving Day, September 29 2025 – World Heart Day – with the intention of making Giving Day an annual event.

Magnetic was briefed to develop an engaging, overarching concept that could be used as a year-on-year campaign, while also being adaptable and flexible enough to align with different and changing funding priorities each year.

The purpose of Giving Day 2025 was to raise funds to build a new Microscopy Centre.

The concept: Go Big Go Baker

Cardiovascular disease and diabetes are responsible for the most deaths and the highest health costs in the world.

To fund vital research, it is crucial that the Baker Institute’s communications are bold, and let donors know that when it comes to donations to fund future-changing work, size matters.

So on Giving Day, we will ask them to “Go Big. Go Baker.”, and get behind Baker – in a BIG way – so we can invest in urgently-needed research facilities and equipment with big impact.

Our work included:

• ‘Go Big. Go Baker.’ sub-brand look, language and logo that can be used across multiple years
• Bespoke High Value DM pack to recruit HV donors to Match SV gifts
• Standard Value DM packs offering Matched Gifts until midnight 29th Sept 2025