Adaptive Acquisition Campaign

Motor neurone disease (MND) is a progressive neurological condition that attacks the nerves, leaving those affected unable to move, talk, and eventually breathe. The MND Association is dedicated to improving access to care, research, and campaigning for those living with and affected by MND.

In early 2024, we collaborated with the MND Association to launch an Adaptive Acquisition campaign aimed at encouraging UK baby boomers to consider leaving a legacy gift to the charity.

We crafted a series of stories that connected emotionally with our audience, and over six weeks, the campaign delivered thousands of leads at a cost well below our agreed target. These stories not only generated significant engagement but also provided valuable insights into what resonates most with this audience - insights that the MND Association can continue to build upon for years to come.

At the heart of this campaign were the real-life stories of those impacted by MND. We crafted 24 text stories with images, 2 text stories with image carousels, and 5 videos for the campaign. The most effective content was deeply personal, with longer, negatively framed stories driving the highest engagement. Stories of hope and resilience also resonated strongly, especially when paired with clear and compelling calls to action that motivated the audience to take meaningful action.

Collaborating with the MND Association has been an incredibly rewarding experience. Their unwavering dedication to supporting those living with MND is both inspiring and humbling, and we’re proud to have contributed to their essential work. If you’re looking to gain a deeper understanding of your legacy audience while acquiring cost-effective leads, we’d love to help. Get in touch, and let’s create something impactful together.