PA Foundation Brand

The PA Research Foundation is a world class philanthropic organisation that provides a bridge between donors and the vital work that is carried out to better patient experiences and outcomes. For example, the development of a game changing and world leading cancer vaccine. In 2022, the Foundation wished to refresh its brand communications and develop a brand campaign that established a clear understanding of their vision and purpose.

We started the project with a full strategic review of the brand, including the development of the customer value proposition, brand essence and brand key. From here, the key proposition was expressed as a new campaign theme, “When you give, you save.” This theme quickly and cleverly establishes a link between the money a donor gives and the positive outcomes that result. Designed to build trust and relationships, and to appeal to the people that are emotionally connected to the PA due to their experience at the hospital, this campaign leaves the audience with a ‘feel good’ moment and a positive association with the brand.

HOW WE HELPED:

• Strategic review and plan

• Creative concept and execution