King's College Hospital Charity
The Great Hospital Hike 2021 Campaign/Branding
KCHC supports the life-changing care at King’s College Hospital NHS Foundation Trust. They make the best care possible by pioneering innovation in health to transform patient care.
After a year like no other for the NHS, we were delighted to work with King’s College Hospital Charity in London to develop a campaign to promote their annual fundraising event – the Great Hospital Hike 2021.
The campaign logo incorporates a jaunty dotted yellow line representing the route walkers will take from King’s College Hospital in Denmark Hill to Princess Royal University Hospital in Bromley. This stylised visual representation ends as a dot on the letter ‘i’ in the word ‘hike’ to suggest the fun and adventures walkers might experience on their trail. The expressive typography accentuating the word ‘hike’ also communicates that this is a task which will deliver a sense of personal achievement.
To appeal to people looking for an enjoyable and sociable activity – as well as the chance to fundraise for a good cause – we’ve used large, full-bleed photos with wide shots of walkers wearing vibrant campaign t-shirts in attractive surroundings.
The campaign strapline ‘I go the extra mile’ plays on the nature of the activity and encourages people to get involved and help those who help them.