Several key elements were developed as part of this campaign; staff images (taken by Noel Murphy photography) remain central, the Barts Charity brand is predominent throughout, but there is a clear accomodation of the NHS Trust's identity. This is a true partnership campaign.

The message is always centred around the impact that a donation has on front line care, and the personal connection between donor and staff member is emphasised with the use of direct quotes.

And the call to action is clear and as simple as possible – reflecting the way the charity wanted to position the fundraising ask. The charity's use of contactless donation points throughout the hospital backs that up – there are minimal barriers to giving, and the act of donating feels like its making a near immediate difference, which of course, it will.

Another aspect of the campaign is the bank of video clips that we've produced for the charity (and shared with them in a way that they can edit and adapt as they need to). These capture Trust colleagues literally saying "Thank you" in fun and lighthearted ways – the charity are using these across their social channels, and to say thank you directly to donors in email communication.