Tuning the Great Ormond Street Hospital Research Fund TV advert for better response

By Mike Reynolds 05 March 2020

While the appeal in the ad is for the GOSH Research Fund we believed that potential donors could find research an abstract idea with no link to successful cures for ill children – a bunch of scientists just working in a lab somewhere

So to give a more positive message and give donors a clear idea of the outcome of research we changed the overall message of the ad to be CURES – the end benefit of research

The theme of CURES now permeates throughout the ad

We also dramatised and simplified the opening sequence to get maximum emotional impact from the children featured and their afflictions

From a DRTV point of view we inserted a strong (visual and audio) call to action midway through the ad rather than leaving the appeal until the end

We put the contact points on screen throughout

We changed the word tag for texting to CURES to link the action point to the new theme

And we used a more sympathetic voice that had more gravitas

The marketing team at GOSH now have great hopes for the revamped ad

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