Adaptive Acquisition Campaign

Conventional wisdom says legacy campaigns should focus on hope and positivity. Our six-week acquisition campaign for MND Association proved otherwise.

We tested 30+ pieces of content with UK baby boomers – varying story length, emotional framing and format. The finding: longer, unflinchingly honest stories about living with MND drove the highest engagement. Positivity didn't cut through. Raw truth paired with clear calls to action did.

The campaign delivered thousands of leads at a cost well below the agreed target. The generated stories also provided valuable insights into what resonates most with this audience, giving the MND Association data to build upon internally for years to come.