Following our successful collaboration with GOSH Charity on an Adaptive Acquisition campaign, the Legacy team approached us to create a poignant thirty-second radio advert, set to air in February 2023. Recognising that empathy is a key driving force behind inspiring legacy pledges for the charity, our radio spot aimed to capture this sentiment and raise awareness about legacy giving to GOSH among new audiences.
To elicit empathy from the wider public – many of whom may not have any direct personal connection to seriously ill children or GOSH – we focused on the universal belief that children deserve the joys of a carefree childhood. By positioning GOSH as a guardian of childhood and gifts in Wills to GOSH Charity as the means to bestow the gift of childhood, we presented legacy donors with an opportunity to change the lives of seriously ill children and unlock their potential to experience the happiness and innocence of youth.
The unmistakable sounds of laughter and play in our advert caught the listener's attention, setting our ad apart from typical radio commercials - just as GOSH's compassionate, holistic care distinguishes it from other hospitals through its play therapy, specialised facilities, and the GOSH Charity ethos that their hospital is a place where illness doesn't always equate to sadness.
"At GOSH Charity we worked with Catsnake on producing a Radio Ad to raise awareness of gifts in Wills. Catsnake produced several scripts for us to choose from. They paid close attention to our brand and pulled elements out from it that had a wide-ranging appeal, to develop the script. The sounds then came to life in the mixing session, resulting in a powerful piece. Catsnake were creative, efficient, organised, and lovely to work with."