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BAAF Big Heart Day UK campaign launch

15 June 2015 / Studio

Friday 19 June 2015 sees the launch of Big Heart Day, a brand new fundraising campaign devised by ALL Creative on behalf of BAAF, the British Association for Adoption and Fostering.

The concept for Big Heart Day came about as a response to a two-fold need: Firstly, to create a new funding stream for the organisation; and secondly, help raise the profile of BAAF and awareness of the vital work they do in finding secure, loving families for vulnerable children in the UK who can no longer live with their birth parents.

Through a series of internal meetings and workshops facilitated by the ALL Creative team, we identified that BAAF needed to take a fresh approach to the way they talk about adoption and fostering. For many years, the organisation has focused on ‘what’ and ‘how it does things’, rather than spelling out ‘why they do it’ and ‘who benefits’ from what they do. So Big Heart Day represents an all-important step towards a new communication strategy for BAAF.

Beverley Law writes “I am personally very committed to ensuring BAAF gain more funds so that they can continue  their vital role in placing vulnerable children with loving families – this needs to be more widely recognised and understood so that the 91,000 children currently in care are given a better chance.'

Big Heart Day promises to be great fun giving people the chance to ‘show their heart’ through a simple act of kindness, or doing something good for a friend or colleague in exchange for a donation to the campaign. Alongside this, there are plenty of other heart-themed ideas that companies and individuals can use as a basis for a memorable fundraising activity or event. 

A number of prominent companies have already pledged their commitment to Big Heart Day and BAAF are hoping that other similar organisations will follow their lead. Furthermore, the campaign has the support and backing of Scottish actress and singer, Clare Grogan.

Marta Montague, Fundraising Manager for BAAF writes “The team at ALL Creative has invested a considerable amount of time and energy to help make Big Heart Day a reality and we are very grateful for their dedicated creative and strategic input to our fundraising and marketing effort.”

Big Heart Day takes place on Friday 19 June and you can find out more about the campaign and how to get involved here:


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