RUH

Event branding, campaign messaging and content production for RUHX and their flagship annual fundraising event - the Walk of Life.

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RUHX is the official NHS charity of the Royal United Hospitals Bath, who work closely with the community, collaborating with the people and organisations who drive real world change. Each year they host the Walk of Life, an event that brings people together from all walks of life to raise money and support patients and families.

Since it started in 2007, thousands of people from all across Bath, Bristol, Somerset and Wiltshire have stepped out along the towpath to show their support.

the challenge

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RUHX underwent a major rebrand in 2022 and they needed to activate their new identity while establishing a new look and feel for the event in its own right. The campaign therefore needed to embrace and celebrate elements of the new brand, define a clear sub brand for the event and align with their newly established messaging and tone of voice guidelines.

The charity had an ambitious fundraising target. Whilst attracting their loyal supporters, they also wanted a wider audience - anyone who has ever used the hospital, taken part in the walk, or known a loved one who’s been treated at the hospital - to feel attached to the event and compelled to take part or support in some way.

our approach

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We worked closely with the marketing and events team at RUH to develop their messaging and the visuals for the campaign. This centred around harnessing community spirit and the benefits of the Walk of Life - how it's not just a walk, but the positive impact it has in many other ways for walkers, patients, staff and the hospital.

The visuals were an opportunity to share their joyous photography from previous years and celebrate their new branding, whilst utilising the motif of a continuous line which is suggestive of the journey of discovery and connection.

the outcome

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The walk raised over £43k and counting, with 242 people taking part. The campaign messaging provided clarity, helping to align the internal team whilst providing motivation for the walkers to get behind.

To empower RUHX further, we developed a set of clearly structured social media templates. This allowed the internal team to customise and reproduce content independently, fostering creativity while keeping to the established campaign style. The success of the campaign not only contributed significantly to RUHX's fundraising goals, but also reinforced the impact of community-driven initiatives in supporting the Royal United Hospitals Bath.

"The Discourse were a joy to work with from start to finish. My gut feeling when I first met with them to discuss our brief was that they would be the right fit for us, and that definitely turned out to be the case. We loved how collaboratively they work and how passionate they are about the charity sector. We are so pleased with the results of our Walk of Life rebrand – it fits so well with our charity’s branding while having its own playful identity."

Ellie Wilkinson, Events & Community Officer @ RUHX