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Honouring Captain Sir Tom's legacy with a national grassroots challenge

The challenge

Creating something suitable for this national campaign in memory of Captain Sir Tom on what would be his 101st birthday was no small feat. The Foundation had an existing brand identity which utilised a dark military colour palette. The challenge was to introduce a new creative language that was consistent with the Foundation but also mainstream enough to inspire 7 – 70-year-olds to join the movement and empowering charities with a marketing toolkit they could adopt as their own across campaign identity, website and campaign vision.

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  • Campaign creation
  • Brand identity & application
  • Print design & digital design
  • Bespoke web design & development
  • Animation
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The solution

We started by weaving  emotive touches such as a note from Captain Tom’s daughter, Hannah, about the importance of carrying her father’s legacy forward, together with fun and accessible creative touches like hand-drawn brushstrokes and a medal icon all could be proud to wear.

Integrating a bold fundraising totaliser (with APIs from JustGiving and Virgin Money Giving) and challenge stories from real people, the site acted as a source of celebration and inspiration, while actively promoting support for the event through sharing, donations and fundraising. Finally, an extensive marketing toolkit for charities, businesses, organisations and schools around the world enabled us to maximise take-up whilst encouraging individual ownership of the campaign. The toolkit contained over 100 marketing assets, including social media profile and header images, squares and stickers, email marketing, posters, flyers, digital ad banners, presentation templates and more.

The impact

£1.2 million
raised for UK charities
charities supported
12.3 billion
in PR reach
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Thumbs up for Captain Sir Tom

Although the campaign was effectively ‘from’ the Foundation – which has a selection of charities it supports – the campaign was open to all charities and fundraisers to engage with, meaning it couldn’t feel too close to the Foundation alone. And finally we had to balance the new-found professionalism of the campaign set-up (which was required) whilst retaining the grassroots feel that Tom’s original challenge was world-famous and highly respected.

We can’t recommend Studio Republic highly enough. They get right to the heart of your brand using their creativity to communicate it seamlessly across assets. Their attention to detail and work ethic is outstanding meeting deadlines and delivering time and time again. They’ve become an intrinsic part of our team and are simply a joy to work with.

Gemma Huddleston

Marketing Director, The Captain Tom Foundation

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