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We were asked by GOSH to look at their under-performing Research fund TV ad and find ways to improve it. To give a more positive message and give donors a clear idea of the outcome of research we changed the overall message of the ad to be CURES – the end benefit of research. The theme of CURES now permeates throughout the ad


From a DRTV point of view we inserted a strong (visual and audio) call to action midway through the ad rather than leaving the appeal until the end. We put the contact points on screen throughout. We changed the word tag for texting to CURES to link the action point to the new theme. And we used a more sympathetic voice that had more gravitas

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