ABOUT

The challenge
Candlelighters, a charity caring for children with cancer and their families, wanted to launch a new membership scheme for donors. One that would allow them to protect, improve, and expand the charity’s mission. A scheme with a completely unique identity. Capturing their personality and history, while encouraging donors to sign up.

Making it happen
Inspired by Candlelighters’ history and mission, we brought the initiative to life using three characters – Guardian, Rocket and Transformer. Reflecting the three donor categories, they became the stars of our scheme. Colourful, vibrant and full of personality. Each character was designed in a comic book style; an attention-grabbing look that would wake the inner child in our audience.

These characters became the star of our unique Candlelighters storybook. Combining the history of Candlelighters’ creation with a heroic story of protectors from another planet, we echoed the stories that every child finds hope and comfort in. All while taking our readers back to their own childhood. The story became a call to action for our potential donors to join this fight against the darkness. To join Club Candlelighters and keep the light burning for decades to come.

Results
Since launching in January 2021 Candlelighters now have four members worth £135k to the charity. This guaranteed longer-term support allows the charity to more confidently allocate funds to future services and research to bring about increased benefits for families facing childhood cancer.