The Background
Mencap are a powerful voice for people with learning disabilities, pushing to improve quality of life for them and their families at both national and local levels. They'd previously run a successful Legacy campaign built around Lord Rix, comic actor and long-time Mencap leader, and wanted to build on that platform with something fresh.
The Brief
Mencap invited us to pitch for a new Legacy proposition and creative campaign, coming to us with insight into their brand and how their supporters felt about the organisation.
The Work
We developed a powerful new proposition for the pitch. It won us the work.
The proposition was rooted in what Mencap's supporters already believed: that Mencap are at the forefront of changing the world for people with learning disabilities. Change Their World took that belief and turned it into an invitation — giving supporters the chance to play their own part in making it happen.
Before we went anywhere near full creative development, we tested the proposition and draft creative with a group of service users and their families. Their response to Change Their World was overwhelmingly positive, and that gave the whole team the confidence to push forward.
With the green light, we developed the full creative and a complete suite of campaign assets. At the heart of it was a photoshoot with a real family supported by Mencap — a wonderful little girl, her parents, grandparents and siblings, who brought exactly the warmth and authenticity the campaign needed. We kept the shoot deliberately casual, creating the space for natural, intimate moments and letting her personality do the talking.
We delivered the full campaign asset suite alongside a set of creative guidelines, so Mencap's in-house team could carry the proposition and creative forward confidently on their own.