NI Hospice

Background

Launching a compelling new fundraising campaign for NI Hospice, the ‘Be There for Us’ campaign takes an unconventional approach to healthcare fundraising by focusing on the emotional journey of caregivers, the rawness of how much of their being is invested in others. The team within NI Hospice provide essential end-of-life care to approximately 4,000 adults, children, and babies annually and are only 37% funded by government.

Our Approach

The campaign is an unfiltered eye-opener into the impact of hospice care through the eyes of those who provide it. Through intimate one-camera interviews and stark, authentic photography, the campaign captures the complex emotional landscape of caregivers who find both privilege and emotional depth in their vital work.

“We needed to be disruptive and look beyond the smiling, happy side of Northern IrelandHospice, however true that is,” says Barry McCabe, Creative Director.” Our aim was to shine a light on what it really means to the people delivering the care – authentically and unfiltered”

A Critical Mission

The campaign addresses a critical funding gap, as Northern Ireland Hospice receives only 37% of its funding from government sources, relying heavily on community support and fundraising for the remainder. This reality underscores the campaign’s urgent message about the need for public support to maintain these essential services.

Results

Creative Approach Meets Real-World Impact

Our creative team’s approach was deeply informed by personal experience, including a team member’s concurrent experience with palliative care for a family member. This unique perspective helped shape a campaign that resonates with authentic emotional truth while delivering its vital message about community support.