Red Nose Day
Serious fun
Leapfrog's enjoyed working with Comic Relief for the last 10 years on issues such as the psychology of giving, the content for the website and fundraising packs and the themes and nose designs for Red Nose Day
Over the years, Leapfrog's qualitative, quantitative and online research amongst teachers, parents, children and key stakeholders has been important to Comic Relief in providing direction for the charity as it grows from strength to strength. By understanding what people want, need and expect, Comic Relief has been able to stay relevant and motivating in an increasingly busy ‘market', while staying true to the original founding principles of the organisation.
Last year, we helped Comic Relief create a huge buzz around just one topic. The focus on a single health issue - malaria - was a major departure, as was the simple call to action of donating £5 by text to buy a single item – in this case a malaria net.
We used a combination of group discussions and online tracking to identify and understand the building blocks involved in making the campaign a success.
Here are a few of the things we discovered:
- There was real interest in learning more about the cause, and being given the opportunity to make a tangible difference, simply by donating £5.
- People were prepared to make a longer term commitment to fighting the disease.
- Awareness of malaria as an issue in Africa rose from 29% to 54% amongst the general population, and to 69% amongst those who watched any part of Red Nose Day TV programming.
We're really proud to have helped Comic Relief with such an amazing campaign and to be a small part of the record breaking £82 million raised in total. In true Leapfrog style, we celebrated Red Nose Day by opening a few bottles of Comic Relief wine, cracking a few jokes and having some serious fun.
