CREATIVE | WRITER
After the success of our ‘Online Community and Support’ animation Sue Ryder wanted to follow it up with a template for an experiential campaign that could tour the UK. With the pilot taking place in one of London’s main train stations the experience had to catch the attention of rush hour commuters. Its ultimate goal would be to raise awareness, specifically in London, of Sue Ryder and the role support plays in helping those dealing with grief.
I proposed that we erected a 10ft high ball of blue wool on to which members of the public could hang luggage tags with personalised messages of support. Free hugs, random acts of kindness, and on-site councillors would provide commuters with a pick me up. All that would be asked for in return is that they take a tag and write a message of support – to be someone else’s connecting thread.
From people that were just having ‘one of those days’ to others who had been wrestling with grief for years, many stopped to talk and open up about their experiences. At the end of the day hundreds of tags hung from the ball of wool. The day was a resounding success, seeing a 92% increase in interaction with Sue Ryder's online community in London, a 26% increase across the UK, a 150% increase in active members, a 200% increase in new registrations, and a 450% increase in posts.
The project took a few months of planning. Copy and designs for leaflets, t-shirts, banners, volunteer briefing packs, signs, and Oyster card holders were drawn up. An inflatable giant ball of wool was constructed. Victoria station’s health and safety guidelines were poured over. Sue Ryder are now looking to roll out the experience across the UK.