Aspire, the UK charity that supports people who have suffered devastating spinal cord injuries, has launched a direct marketing campaign to increase brand partnerships.
Created by JWT London, the activity takes the form of illustrations which tell the true stories of people that Aspire has helped. The three executions run across email and target Brand Marketers within Sport, Automotive and Male Grooming categories. The aim is for Aspire to open a conversation with the recipient of the emails in order to build brand partnerships.
The three stories are delivered as hand illustrated, scrollable emails, which invite recipients to scroll through and play a part in revealing each new line in the story. The recipient is then given a sense of their power to make a difference to the wheelchair users Aspire supports.
The activity follows Aspire’s triumph in JWT’s first Campaign for Good contest last year. Working with Media Trust, JWT invited UK charities to apply for free help with their marketing.