What we were asked to do
Maggie’s, a cancer charity, asked us to create and produce their Christmas Appeal 2024. The campaign featured Graeme, who was diagnosed with a brain tumour in 2020. After being introduced to Maggie’s through his chemotherapy team, Graeme immediately felt supported. Andy from the crisis team visited daily, helping him stay calm and think rationally during his toughest moments. He describes initially focusing on techniques to help calm himself and then moving on to being encouraged to think rationally—tools he still uses when he feels anxious in the lead-up to his ongoing three-monthly scans. “It was Maggie’s that gave me the starting blocks to put my life back together and realise it was worth living. It honestly saved my life.
What we did
We began the appeal with three creative concept routes, which were narrowed down to the chosen route of ‘Mental Health Support.’ This aligned with the support Graeme received—and continues to receive—from his local Maggie’s centre. The appeal featured real-life pictures of Graeme and his family, which made a strong impression, particularly on the outer envelope. The CTA read: “More families than ever will face cancer this Christmas. Please help them find hope, strength, and joy at Maggie’s.”
The pack included a personal letter from Graeme, an A5 lift piece with information about Maggie’s centres detailing the specialist support available at any Maggie’s centre, an article from Andy, the cancer support specialist who has supported Graeme throughout, and a donation form. The reminder included a very special Christmas card featuring a handprint-shaped Christmas tree designed by Graeme’s daughter, Mabel, along with a heartfelt thank-you note to supporters.
What they thought
The client was extremely pleased with the Christmas direct mail pack we completed. They were impressed by the design, messaging, and overall delivery of the project.
