TDA direct marketing campaign focuses on blindness
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TDA product story
Edited by the Marketingweek Marketplace editorial team
May 27, 2010
TDA has devised a direct marketing campaign for St Dunstan's, which explores a new 'blindness-led' fundraising proposition.
The campaign highlights the story of ex-Lance Corporal Steve Coates who has been left with partial vision following an operation to remove a tumour from his brain.
His military background is acknowledged but the focus is his sight loss and the practical help he has received from St Dunstan's.
The objective is to test whether supporters, or a segment of supporters, respond as keenly to the charity's messages when they focus on sight loss.
Traditionally, the military background and achievement of beneficiaries receives more attention in fundraising campaigns.
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