How important is technology in a charity campaign? In the case of the Brain Awareness Week at the Royal Hospital for Neuro-disability it seems that technology means a lot.
When The Royal Hospital for Neuro-disability needed a digital campaign to coincide with Brain Awareness Week, we wanted to help them create something which offered something more than your average charity video. With the focus of the film being what technology means to their disabled patients, it made sense to make technology the focus of the entire campaign.
We designed a responsive website for the charity which showed different endings to the video when viewed on different devices. When a visitor arrives on the site, the device they are using can be immediately detected which allows for this personal touch. This means that if you watch the video from your tablet, you’ll see a clip of a patient using a tablet to see how it helps them do the things they love. In Steve’s case – the star of this ending – play scrabble.
Additionally, this means that the call to action can differ depending on which device is used, which leads to different donation options being offered. So if you access the site via a phone you will be presented with information about text donation.
Collecting this sort of data also allows for another level of the campaign to take place. We collected figures from the site traffic to determine which technology users are the most generous. In particular, we are looking to establish whether Mac, PC or Linux users are most likely to donate to the campaign after visiting the website.
There are other ways technology has been brought into the campaign too. One of the assistive therapists from the hospital took to Reddit to participate in an IAmA engaging a whole new technology-focused audience in dialogue about the hospital’s work. Questions ranged from asking about whether therapists preferred to use Windows or Mac software to more personal questions and thanks from those who’ve had close experiences with neurological conditions.
The RHN promoted the campaign across Facebook and Twitter, but the response from social media seemed greater on Twitter. The hashtag #technologymeans was included in a Thunderclap which was sent on the Wednesday evening of Brain Awareness Week with a social reach of over 48,000 over the two social networks.
There were lots of different elements involved in the campaign, but with all of them technology was at the core. If you’d like to find out more drop us an email at firstname.lastname@example.org.