Running Down Dementia

Alzheimer's Research UK

The brief

Alzheimer’s Research UK asked Killer to review and refine their existing product, Running Down Dementia. The product had previously been piloted in 2016, with limited investment, and had proven successful as a concept. The core proposition is to run 100km and raise £100 for the charity, over the summer.

The work

Killer reviewed the charity’s proposition ideas for 2017, ensuring clear messaging and a simple fundraising ask. This included a review of audience motivations to influence the creative brief. We then developed creative concepts to inject extra energy into the acquisition campaign, with headlines containing a mix of cause and challenge focused messages. Killer also reviewed the existing warm channel acquisition plan, and supplied a draft media plan for use in house. We then mapped out a stewardship plan across social and email channels, to help add a personal touch and to keep runners motivated. Alongside the master creative, we developed a range of assets for the campaign roll out – from posters and leaflets, to digital ads and more.

Strategy development

Strategy development
Proposition review
Review of acquisition plans
Media plan
Stewardship plan

Creative assets

Creative concepts
Photo shoot guidance
Master ads
Digital ad examples: Facebook, Search, Instagram, GDN
Community fundraising poster & leaflet
Social sharing imagery
Corporate poster & flyer
FAQs doc layout
Merchandise mock ups


More work