The challenge

• NHS Charities Together faced low awareness, modest budgets, and a saturated market dominated by well-established competitors with loyal donor bases.

• With limited budget, they needed a different approach to cut through and forge meaningful connections with potential donors.

The bigger question

• What if authentic content integration with a trusted TV show could help us sidestep the limitations of conventional charity and earn genuine attention?

The results

• +17% surge in awareness, with 36% of viewers engaging with the content and 68% endorsing the partnership as authentic

• 4.3 fluency score - System1’s Ad of the Week

• 8% uplift in donation likelihood