CHAS scoops campaign award

The charity behind a children’s hospice in Kinross has won a national award for its Keep the Joy Alive campaign.

Children’s Hospices Across Scotland (CHAS), which runs Rachel House, scooped Best Brand Building at the Data and Marketing Awards in London.

Working with designers at marketing agency Different Kettle, and with some help from the youngsters they look after, CHAS designed brightlycoloured lettering for their logo and used the phrase “keeping the joy alive” to describe the work all staff and volunteers do as part of a massive fundraising drive launched last year.

Since the campaign began, awareness of CHAS rose from 58% to 61% and referrals to CHAS services jumped 22%.

Iain McAndrew, CHAS director of development and communications, said: “We put children at the very heart of our Keep the Joy Alive campaign, in fact they designed the lettering that people now identify with CHAS.

“The irony here is that we banned use of the word ‘rebrand’ during the process in order to get past the boundaries of corporate language and speak to people on a purely human level. Keep the Joy Alive was developed in that spirit, thanks to the insight that only our families can provide.

“This award recognises the hard collaborative work on what has proven to be a monumental campaign for us and highlights the importance of storytelling in all that we do.”