ABOUT

The Brain Tumour Charity is promoting the drive for investment into world-class research to discover better treatments, reduce diagnosis times, and ultimately find a cure for brain tumours – the biggest cancer killer of children and adults under 40. To meet their fundraising target they needed help developing a new campaign concept.

CONCEPT

As part of their ongoing #WearItOut proposition, Manifesto were asked by The Brain Tumour Charity to develop a new campaign concept. The fundraising target for the 2018 campaign was £150,000 – an amount which would make a real difference to the lives of those affected by a brain tumour.

We immersed ourselves in the #WearItOut proposition, and found it was clear that baking had been the most successful fundraising activity during previous Brain Tumour Awareness month campaigns.

One of the key factors was the use of the bandana in the campaign. Recent years saw the prominence of this symbolic piece of apparel relegated to the background. We wanted to bring the bandana back into the foreground, and so looked at campaign concepts which could incorporate it. With bandanas being associated with chefs, and because baking is a very popular pastime in the UK, we settled on the idea of The Big Bandana Bake.

EXECUTION

To support the campaign, and unite the community, we:

• Developed and refined The Big Bandana Bake campaign concept, providing guidance around activation ideas and creative applications.
• Directed the campaign photoshoot.
• Delivered creative assets and collateral, making best use of the existing brand guidelines to ensure a strong, impactful tone, and visual identity that helped mark The Big Bandana Bake as a memorable, fun and worthwhile campaign.
• Worked with the charity to develop an acquisition strategy.
• Delivered a fundraising pack, including an official #BandanaBake bandana.

RESULTS

The campaign was a huge success, with over 445 Big Bandana Bake events taking place throughout the country during Brain Tumour Awareness Month, organised by individuals, supporter groups and corporate partners. Through 3,217 bandana sales, the campaign beat the target by nearly 15% and, more importantly, will fund over two years of desperately-needed research.

“Great agency, great team, great work; I would work with them again!”
– Antonio Cappelletti, Director of Digital Engagement and Communications, The Brain Tumour Charity