The Muscle Help Foundation has worked with Lantern to create the #powerof657 campaign.
Referring to the charity’s aim of delivering a total of 657 transformational experiences or ‘Muscle Dreams’, 657 represents the approximate number of muscles in the human body and demonstrates the effect that ‘Muscle Dreams’ have on those with muscular dystrophy (MD) and their families.
“Besides raising money, this campaign is about raising the charity’s profile, helping to reach more individuals and families coping with MD. Empowering and inspiring them to realise their potential,” explained Lantern director, Ryan Tym.
“The world of charity branding has improved dramatically in recent years, as the sector embraces a greater confidence in its communication. We have no doubt that the #powerof657’s combination of attitude and aesthetics will further build on this movement.”
The campaign is supported by a new donations structure, encouraging individuals to donate in amounts ranging from £6.57 to £6,570. A number of fundraising ideas around the number 657, including a 6:57 meal challenge and a fun run following the route of London’s number 657 bus have been created.
Michael McGrath, the Muscle Help Foundation chief executive, who was himself diagnosed with MD, commented: “The more unusual and intriguing the connection to the number, the greater the opportunity to tell the charity’s story. We’re hopeful that the momentum created will lead to spin-off activity beyond 2015.”
The campaign will roll out across the charity’s social media channels and on a campaign page on its website, built by Cariad Marketing. A donation pack, event banners and press advertising will support the campaign offline.