The Background
We were proud to partner with BookTrust on a brand-new fundraising product built to drive long-term, predictable income with real year-on-year growth potential. But it wasn't just about the money — it was about raising awareness of the joy and genuine behavioural benefits of reading at bedtime with children. A beautifully honest proposition that deserved a beautifully honest campaign.
The Brief
The product needed to reach early years and primary-aged children through nurseries and schools, while also speaking to parents, carers and warm audiences including libraries. BookTrust came to us with a seed of an idea around wearing pyjamas for the day to raise funds. Our job was to take that spark and turn it into a fully-fledged product.
The Work
We developed the creative proposition: wear your pyjamas for the day and donate to help BookTrust give every child a bedtime story. Simple, clear, and a natural connection between the activity, the charity and the cause.
Then we went big. We built the campaign around famous children's book characters in pyjamas — Matilda, Horrid Henry, Tracy Beaker. The idea was straightforward but bold: what if we could get some of the world's most beloved children's book characters to front the campaign, at no cost to our client? It turned out we could. We even convinced the legendary illustrator Quentin Blake to create a bespoke illustration for the campaign — something we're still quietly thrilled about.
The name had to be as memorable as the idea: Pyjamarama.
We handled the full strategic delivery — forecasting, content planning, fundraising packs and stewardship materials. We also planned and managed media buying to make sure the campaign worked as a fully integrated whole, hitting our target audiences with maximum impact