Breast Cancer Care ‘Strawberry Tea Parties’ direct mail campaign

For Breast Cancer Care’s Strawberry Tea Parties, shock tactics were off the menu. Iris created a tactile pack that gave our cake-baking audience a reason to care and act.

The charity is ‘the shoulder to cry on’ for those affected by the illness. Shock tactics and guilt-ridden motivators wouldn’t be appropriate to get people giving.

Iris illustrated the scale of the issue positively with packs of hundreds and thousands, making it tangibly and intrinsically linked to the fundraising activity of baking.

Leveraging TGI people were selected who’d previously given to a cancer charity via community fundraising and who enjoy baking.

The campaign achieved an amazing registration rate of 4.2% from a cold audience, outperforming the target by 228%, the control cell by 1,400% and existing supporter registrations by 97%.

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