Jewish Care

Rosh Hashanah Appeal

Jewish Care is a health and social care organisation, supporting the Jewish community in London and the south east. It came to The Good Agency with a simple brief – to raise funds around a traditional time for giving in the Jewish Community, Rosh Hashanah.We chose to highlight the highly emotional subject of dementia and delivered a direct appeal to existing supporters, alongside press advertising in local synagogue magazines and the Jewish press.

What’s good about it?

When their loved ones reach the later stages of dementia, carers often place notes on everyday objects to remind them what they are. We took this strong visual image and employed it across all the different elements of the campaign, for example the press ad, which depicts objects used in traditional Jewish ceremonies.

The strategy paid off. Against a fundraising target of £150,000 we’ve raised over £200,000, and the campaign bagged first place in the Third Sector Excellence Award Direct Marketing Campaign category.