Charity Creative Campaign

Children’s Liver Disease Foundation

Children’s Liver Disease Foundation (CLDF) tasked Big Cat with creating a new identity that would attract support for their national fundraising day, Big Yellow Friday.

Client

Children’s Liver Disease Foundation (CLDF) is a unique national charity dedicated to taking action against the effects of all liver diseases of childhood, by providing information to the public, support to patients and their families, and by funding research into childhood liver disease.

Objective

Big Yellow Friday (BYF) is CLDF’s national fundraising day. Taking place in March it provides a great opportunity for schools, community groups and workplaces to come together and show their support for the thousands of babies, children and young people affected by a life-threatening childhood liver disease. From wear yellow days to bake sales every penny raised and every cake baked can help transform lives. With two children diagnosed every day, CLDF want to encourage as many people as possible to join on Friday 4th March and help to raise vital funds and awareness.
BYF had an existing identity that had been in use since its conception and required updating to reflect the dynamic fundraising event BYF had become. Big Cat were tasked with creating a new identity that would attract more support, whilst maintaining an existing loyal base plus print management of all collateral.

Delivery

Utilising a bold, typographic logo lock-up, lending itself to more digital use (as per new campaign requirements) and increased versatility. This was supported by a graphical approach to the supporting look and feel, taking ownership of the blue / yellow brand colours, creating a vibrant and distinctive pallet, complimented by large, playful imagery. Print stocks, quantities and specific items were also advised on. This resulted in a cost effective but engaging suite of marketing collateral and useful materials for the supporters to promote their fundraising activities i.e. Sponsor forms, dual poster-info sheets, digital assets and more.

Results

A total of £87,000 raised.
CLDF have said that the new website and brand helped them to not only secure more corporate involvement, but also to secure a new partnership with Next for 2016 and 2017.