CHALLENGE: To test a new creative direct mail pack against an existing Helpline focused direct mail pack.
SOLUTION: Routine and consistency are really important for people living with dementia, so Christmas can
be a very stressful time for them and their relatives. By focusing on the experience of a small boy whose Grandad has dementia, we were able to emotively explain how distressing Christmas can be through a beautifully illustrated storybook. In turn, this demonstrated how invaluable the Helpline is and why supporter donations are so important.
• The pack exceeded its week 12 target in week 6
• Improved response rate compared to the existing pack (4.5% vs 3.5%).