Thinkbox
Key Points
- NHS Charities Together needed to drive awareness, galvanise audience engagement and inspire a new wave of supporters
- They partnered with ‘Loose Women’ on ITV1 with some authentic storytelling
- As a result, they achieved a 17 percentage point uplift in overall awareness
The Challenge
NHS Charities Together is the national charity for the NHS, set up to help people who use or work in the NHS. They work with a network of over 220 local and specialist NHS charities across the UK to deliver the best health care for everyone.
In 2024, the challenges they faced included limited understanding, modest budgets and established competitors with loyal donor bases. They needed to raise their profile and increase awareness of what they do, particularly to those audiences most likely to support their cause.
Their mission was to create a lasting impact in the competitive charitable landscape with a campaign that was unique enough to stand out and create connection with their audience. They wanted to galvanise audience engagement and inspire a new wave of supporters by building genuine emotional connections.
The TV Solution
December 19 identified that the best opportunity to make an impact lay with ABC1 women aged 55+ who had a charitable inclination, so this group became their prime target audience.
After analysis, ‘Loose Women’ on ITV1 emerged as the ideal programme to partner with in order to meet their objectives. Not only is it watched by the people they want to reach, but the programme features authentic conversation, trusted voices and magazine-style storytelling, which felt suitable for the brand and also resonated with their target audience.
December 19 opted for a content integration approach, weaving NHS Charities Together’s impact stories into the programme’s natural flow in order to earn attention through genuine editorial integration.
The Plan
Contextual TV ads were created featuring ‘Loose Women’ hosts Kaye Adams and Brenda Edwards conducting interviews in the show’s familiar tone and style, with NHS staff and patients from an NHS Charities Together funded project.
December 19 prioritised daytime programming on ITV1 using a mix of 60 second and 30 second spots to build optimal frequency. Their programme selection was designed to mirror the editorial environment of ‘Loose Women’.
They amplified the TV campaign by extending the content onto ‘Loose Women’ social platforms and activity on Meta and YouTube reinforced their message.
Results
- 52% of ‘Loose Women’ viewers recalled the creative and 90% were able to identify the brand
- 36% of viewers interacted directly with the content, contributing to a 17 percentage point uplift in overall awareness
- Analysis showed 60% positive responses, reflecting the emotional connection to their storytelling approach
- 16% of viewers indicated clear donation intent
- 68% of viewers endorsed the collaboration as appropriate and authentic
We valued D19’s bold thinking - and the ITV partnership with Loose Women delivered that and more! We were delighted with the impact and results it had for NHS Charities Together on our challenging budget, driving consideration amongst those who already know us and bringing us to new audiences.
Rosie BakerHead of Marketing & Brand, NHS Charities Together
Databank
Sector: Charities
Brand: NHS Charities Together
Campaign objectives: Drive awareness, create stand out, connect with audiences and inspire a new wave of supporters
Target Audience: ABC1 women aged 55+
Campaign Dates: The campaign ran from 8th July to 4th August 2024
TV Usage: 60” and 30” spots
Media Agency: December 19