St Luke's Hospice

St Luke's Hospice needed to raise one million pounds to build a new wing. They didn't want a long drawn out campaign as the believed this would have a detrimental effect on other local charities. Clear and St. Luke's internal marketing team came up with the idea of 'Thanks a Million' to raise one million pounds in one million seconds (just under 12 days). Never has 12 days seemed such a short time. We ran campaigns all over the city involving the local television and radio stations, newspapers, banks, pub groups, associations, companies and individuals. For twelve days the entire city seemed to focus on raising one million pounds for St Luke's. Just a few seconds before the deadline an anonymous donor took us over the target. The astounding success of the campaign, particularly the PR element, led to regional and national gold IPR awards.