Great Ormond Street hospital is to use characters from the popular
fairytale, Peter Pan, in a bid to persuade people to become ’guardian
angels’ by bequeathing money to the hospital when they pass away.
A brochure and a direct mail pack, created by Burnett Direct Marketing,
features Peter Pan’s guardian angel, Tinkerbell, alongside quotes from
the children’s classic.
The campaign was inspired by the fact that J. M. Barrie, the author of
Peter Pan, was a supporter of Great Ormond Street and willed it the
royalties from sales of his book.
The brochure asks modern-day benefactors to leave money or other assets
in their will to Great Ormond Street. People who agree to leave a legacy
receive a small gift and are also listed in the hospital’s ’Guardian
Chris Bowden, direct marketing manager of Great Ormond Street, said the
hospital was trying to build on relationships with people who had
already expressed an interest in its work.
One-third of all donations to the hospital come from legacies. In the
last financial year, for example, it received more than pounds 4 million
in legacies, compared with less than pounds 3 million in the fiscal year
to March 1997.
On average, four to five years pass from when a final will is made to
when the legacy comes through, Bowden said. Great Ormond Street first
began proactively marketing its legacy drive about four years ago and is
only now beginning to reap the fruits of its labour.
The direct mail piece was written by Dawn Coulter and art directed by