Ireland’s Biggest Coffee Morning for Hospice together with Bewley’s, is 24 years old. In over two decades, Ireland’s longest running one day charity event has raised over €32 million for hospice care nationwide and served over 16 million cups of coffee.
Coming on board as brand partners, we began our journey to reinvigorate the campaign with stakeholder workshops. We conducted international benchmark reviews and positioning studies on all same day charity events. As a team, we rewrote the campaign ambition, aligning everyone behind a huge, audacious goal.
We created a campaign identity that brims with personality, its loose typographic style feels personal and everyday, reflecting the deep personal nature of the services delivered. Our key visual is a coffee cup with the sun rising in the background and our optimistic orange palette reflects the comfort and care provided by the staff.
We reached out to passionate brand ambassadors, who speak fluently about the importance of hospice services. To date, Domhnall Gleeson, Brendan Gleeson, Gabriel Byrne, Mario Rosenstock and many other high profile advocates have readily come on board.
Digital is a central touch point for those wanting to get involved, so we created a responsive website helping them find their local hospice to register to host a coffee morning and donate directly to their local hospice.
With a strong new brand – and fresh confidence – we are looking forward to watching fundraising increase in coming years.