The brief:

Baker Heart and Diabetes Institute (BHDI) was launching their first ever Giving Day on September 29 2025 – aligning to World Heart Day, with the intent to make Giving Day an annual event.

Magnetic was briefed to develop a 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.

For 2025, BHDI were to fund the build of a new Microscopy Centre with a matched giving element. (38)

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, we have to be bold and let our donors know that when it comes to donations to fund future-changing work, size matters.

So this Giving Day, we are asking 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.

Playful, but with a focused, urgent undertone, this is a campaignable, ownable idea. (105)

Scope: Magnetic created a logo, sub-brand look and language that can be used across multiple years, and developed a bespoke High Value Pack and a Standard Value Pack for GD 2025.