We won a three-way pitch to devise a creative campaign and integrated marketing strategy for a brand new mass participation fundraising event. The idea needed to be fun, engaging and full of ways to raise money for British Heart Foundation.

The campaign needed to target a primarily female audience aged 25 plus, helping to increase the charity’s young supporter base. We created DECHOXTM – a sponsored challenge to give up chocolate for March.

The work:

Killer devised the marketing and media strategy, developed the campaign name and identity, and produced all of the collateral required for launch, including radio and a online hero video.

The visuals needed to be amusing, eye-catching, relevant and unique – tapping into the audience’s sense of humour and encouraging sign-up. We organised and managed the photo shoot, with imagery focused on the theme of ‘secret’ eating – the idea that people sometimes scoff a sneaky chocolate bar when no-one’s looking. We wanted the audience to relate to the women in the photos – empathising with them and recognising their guilty faces!

As part of our off-line advertising plan, we produced a 48 sheet, 6 sheets, washroom ads, press and radio ads, plus flyers and merchandise.

We also developed a comprehensive microsite with a smooth sign-up process linked to the BHF database, and using Just Giving API to quickly create participant fundraising pages.

In the digital space, we created Google Display Ads, Facebook ads and a funny spoof cop video ad for YouTube. We also created the campaign Facebook page, which we’re managing for the duration of the campaign. Other digital assets included a whole bunch of collateral for participants to use online – from social badges to posters, sponsorship forms, desk signs for the office and certificates.


Year 1: Over 19,000 sign-ups, 89% of whom were new supporters. £720,000 raised, more than double the target.

Year 2: Nearly 20,000 sign-ups. Key objective met: 60% repeat participation. 212,207 website hits, 6% increase in web conversions. £850,000 raised.

Year 3: Increased average gift by 10%, with 48% remittance rate. Key objective met: 92% new DeChox pariticipants. Over £1,000,000 raised.

Here’s what the client said:

“Killer Creative have been a dream to work with. I’ve worked with many agencies over the last 10 years as a fundraiser and what has struck me the most with Killer, is the huge amount of creativity, energy and genuine enthusiasm they have had throughout the development and delivery of DECHOX. What I have valued greatly is that they have at times challenged our decisions – and backed their recommendations up with evidence and stats. And whilst we haven’t always agreed, this has by no means affected the high quality of work they have delivered or our working relationship. They’ve turned around a huge amount of work in a short space of time and gone above and beyond the briefed-for work. I really couldn’t recommend them enough”. - Fundraising Projects Manager, BHF.