Bloom With Maggie's
What is Maggie's? Maggie's is a dedicated international organisation providing free support, a range of resources, and assistance to individuals affected by cancer and their families. As a client of Emperor Creative Agency in Edinburgh, Maggie's sought our help to raise awareness among young people, specifically those aged 20 to 35, whom we identified as the target audience. In addition, they also asked for our support in boosting their fundraising efforts to continue their valuable work.
To increase awareness, the primary challenge was to transform Maggie’s communication strategy, focusing on how to effectively engage the target audience and determine the most suitable channels for communication. The task involved creating content that would share Maggie's message through this demographic, raise awareness, and ensure continuous visibility of Maggie’s mission and support services. Ensuring that Maggie's remains visible would, consequently, lead to an organic increase in donations, which is our secondary goal.
The success of the project was driven by a diverse and talented team of professionals, each bringing unique skills and perspectives to the table:
As an integral part of this ten-week project, working in collaboration with the creative agency Emperor for their client Maggie's Organisation, I played a vital role as a UX researcher. My contributions were pivotal in steering the project towards its objectives:
A movement that utilises flowers as a means to spread Maggie's message of supporting, caring, and sharing. The action of sharing flowers used as a symbol of Maggie’s mission. The key implementations for this campaign are:
These walls will provide a space where individuals can share personal stories related to their own cancer journey or those of their loved ones. This creates a strategic opportunity for the target audience to create and share content, thereby increasing awareness organically.
Engaging the target audience through various channels (digital, print, interactive, social media) with an improved tone of voice, bolder and grungier typeface, more illustrations, and relatable imagery featuring the target audience to promote the movement.
Volunteers will sell flowers with tags promoting the flower-adorned walls and Maggie's mission. They will also give flowers directly as gifts, serving as a metaphor for Maggie’s mission. Additionally, the option to send digital flowers will be available.
By giving more visibility to Maggie's and remaining constantly active, we will attract more people and, consequently, more donors. This approach encourages donations from the heart, which are more appreciated.
Looking ahead, the accomplishments of this campaign could include setting up flower-adorned walls in diverse locations worldwide, as Maggie's operates in many countries. This would significantly increase fundraising, providing more opportunities for free sessions for people affected by cancer and improving the facilities. Furthermore, amplifying the support circle for young people affected by cancer will allow them to share their experiences in privacy, fostering a positive impact on those who believe there is no one of their age in a similar situation, thus encouraging open dialogue among peers.
