Hungarian Hospice Foundation case study: films for donations
Hungarian Hospice
THE CLIENT
TIMELINE
THEIR STORY
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The Hungarian Hospice Foundation was set up with the mission to provide personalized, free care and pain relief for terminal cancer patients, maintaining their dignity until the end, and offering support to their families.
THE CHALLENGE
Our agency was approached by the Foundation to create some short films for them on a project basis. Their goal was to encourage more taxpayers to designate 1% of their personal income tax to the Foundation. We took on the project pro bono.
Given the sensitive nature of the topic and the potential involvement of the target audience, we had to be cautious in how we communicated the importance and benefits of end-of-life care, especially in relation to fundraising. We wanted to avoid any false sentimentality or unnecessary emotional manipulation. Death is still a taboo subject, so we aimed to present a perspective that focused less on pitying terminally ill patients and more on highlighting the positive impact of hospice care. After extensive discussions with the Foundation, we devised a solution together.
THE SOLUTION
The three films we created focused on presenting quantifiable facts that added a rational dimension to the emotional approach. Each film, lasting 20 seconds, clearly and effectively illustrated how the work of the Hospice Foundation enriches important moments for patients and their families.
Results
In 2023, compared to the previous year, the Foundation saw a 140% increase in outreach thanks to the films produced by Meraki.
The number of donors increased by 15%.
CONCLUSION
The success of the campaign was attributed to well-defined insights coupled with just the right amount of creativity, which made the Foundation visible to its target audience—taxpayers—even during tax season.