The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Alzheimer Scotland

Alzheimer Scotland unveils 'four seconds' campaign with APS Group Scotland

Author

By Ishbel Macleod, PR and social media consultant

September 3, 2013 | 2 min read

Alzheimer Scotland has unveiled its first multi-channel campaign, which will combine a mixture of email and direct marketing, radio and social media, website activity and text-based giving.

Entitled ‘four seconds’ the campaign is based on how every four seconds someone in the world develops dementia.

APS Group Scotland has centered the campaign around this statistic and will share the ‘4 seconds’ appeal on selected Bauer Group radio stations, on Alzheimer Scotland’s website, Facebook and Twitter feeds as well as via email and direct mail.

Glenda MacKenzie, deputy director for fundraising at Alzheimer Scotland, said: “As a charity, raising awareness and reaching out to donors is crucial. We were delighted with the ‘four seconds’ concept and APS Group Scotland’s desire to come up with something creative that could deliver real impact.’’

APS Group Scotland devised a week long programme of interviews with experts, dementia advisors, fundraising experts and a live listener phone in, all with promotional trails and text-based giving options.

Michael Fraser, creative director of APS Group Scotland, said: “We came up with a campaign that could be used in a multi-channel capacity for maximum reach. The ‘four seconds’ statistic has been really effective in driving home the reality of dementia and has been a hugely rewarding campaign to work on.”

The campaign is set to run for two weeks.

Alzheimer Scotland

Content created with:

APS Group

We co-create with our clients to produce award-winning strategic thinking and creative, partnering with some of the largest brands across the world. From impactful...

Find out more

More from Alzheimer Scotland

View all

Trending

Industry insights

View all
Add your own content +