The branding of community event participation and donations from a new audience.
273 online registrations
$95,000+ online donations
825,000+ people engagement online
The rebranding of the community event led to a notable increase in engagement and participation from a previously untapped audience. The Alzheimer's Society enlisted our assistance in branding their annual Climb for Alzheimer's fundraising event at Grouse Mountain in North Vancouver.
By strategically implementing the creative campaign and tagline, 'Will you have the courage to Climb?' alongside a well-planned digital engagement strategy, the event saw a significant expansion in both audience size and fundraising support.
The intentional introduction of a warm and bright color palette was aimed at ensuring the event signage and collateral stood out amidst the dark green forest setting, enhancing visibility and overall impact.
We developed the concept of 'Courage to Climb' strategically, capitalizing on the organization's existing focus on courage within its messaging. This choice was made to lay a foundation for future campaigns, allowing them to further build on the theme of courage and thereby strengthen the overall brand narrative.
The incorporation of branded event t-shirts, bags, and environmental graphics played a pivotal role in establishing a cohesive and professional atmosphere during the event. Simultaneously, thoughtfully designed activations encouraged participants to interact with the event brand in innovative and exciting ways, enhancing overall engagement and creating a memorable experience.
The promotional video effectively conveyed the poignant reality of living with Alzheimer's and dementia. Our storytelling approach drew a parallel between the challenging uphill journey depicted in the video and the mountain climb featured in the event, emphasizing the shared need for courage in both situations. This video emerged as a highly engaging advertising asset, contributing to increased website sign-ups and inspiring successful fundraising efforts.
Moreover, the social media strategy employed yielded significant results, with a notable 25% increase in new users visiting the site and a 13% uptick in new registrations and donations.
The Society was ready to take our annual fundraising efforts to the next level and we engaged Cause+Affect to help us get there. Jane and her team delivered bold creativity, compelling messaging and inspiring design which in turn reinvigorated existing donors and generated awareness with new ones. 83% of users were new to our campaign website. The team also helped build the Society’s internal capacity to better track and analyze important metrics which is value we can build upon.
Cathryn France, Chief Development Office - Alzheimer’s Society of B.C.
