Hospice New Zealand Annual Appeal

Time to Remember Appeal 2005 & 2006

Processes: Examine, Diagnose, Prescribe, Treat, Evolve
Services: Brand and campaign strategy, concept development, print and web design and production, project and print management, TVC, press advertising, photography.

Hospice New Zealand (HNZ) came to Neogine in 2005 with a huge task ahead of them. For the first time ever the hospices were abandoning their regular fund raising events and trusting HNZ to gather funds for them in a co-ordinated, national appeal.

Our solution was to redevelop an existing HNZ fund raising event; “Time To Remember”, reinventing it as a brand that would be memorable, flexible enough for both an event and envelope appeal, and able to be refreshed each year at little cost.

The major brand challenge was overcoming public prejudice and squeemishness—hospices are not for dying, they are for living well no matter what. We pulled on heart strings in a sensitive and postive way with warm photos of real kiwis, of summers past and priceless memories. We reminded people that “It’s Time to Remember just how special life is”.

The results won over even the most sceptical local hospice managers. The appeal raised $420,000 nationwide, over 1500 fund raising parties were held and hospices gained more than 4500 new supporters. The average donation through the envelope appeal was a staggering $37, nearly double the previous year’s average.

We are proud to be an ongoing service provider and sponsor for the HNZ 2006 appeal.

"Working with the team at Neogine was an absolute pleasure, their ideas and enthusiasm to make this campaign a success definitely shows in the excellent results we achieved. They were extremely quick to understand the sensitive nature of portraying the work of hospice and from the feedback from our hospice members and the public — the creative was spot on. I would not hesitate to recommend working with Neogine to anyone."

Rachel Thompson, National Fund Raising, Hospice New Zealand