Viral Charity Campaign
16 Million people reached
100% Responsive minisite design
Heart Research UK launched Sing for your Heart as a way of raising awareness and highlighting the need for more research into heart disease. It was centred around Jaxon, a six-year-old boy with congenital heart disease, for which there is no cure. The campaign involves celebrities and the public uploading a short video of themselves singing, encouraging viewers to donate by texting 'SING' to 70144, and then nominating up to three friends to do the same.
To help spread awareness Heart Research UK required a minisite focusing on the campaign and informing users on how to get involved.
We created a microsite, split into simple, clear sections of information about the campaign, how donations are used and how to get involved. As the campaign took place around Christmas time we created a design that was winter themed but still incorporated Heart Research UK's colours and brand identity. This could be updated to remove the winter theme as the campaign evolved. The site also allows selected videos to be easily uploaded and embed to the site in the featured videos section, and for users to download and use a Twibbon or Facebook frame to show support.
The campaign has reached over 16 million people online and has featured support from celebrities such as Westlife, Pixie Lott, Davood Ghadami, Alesha Dixon and Piers Morgan.