NHS Charities Together
Leveraging 'Loose Women' to drive charitable impact
In an increasingly crowded charitable sector, NHS Charities Together needed to build meaningful donor relationships and maximise impact despite limited brand awareness and budget constraints.
Launched:
May - October 2024
Partners:
ITV
Challenge
NHS Charities Together needed to increase brand awareness and donor engagement with a limited budget, facing low spontaneous recognition and minimal understanding of their charitable work.
Solution
We partnered with ITV's 'Loose Women' to create native, emotionally resonant content targeting ABC1 women aged 55+. Developed contextual TV commercials and social media content featuring real NHS staff and patient stories, integrated seamlessly with the show's authentic, warm style.
Effectiveness
Brand identification
90%
52%
Ad recall amongst ‘Loose Women’ viewers
36%
Viewer engagement/intent to support
8%
Uplift in donation likelihood
4.3
Fluency Score
System1's Ad of the Week
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