The Makers Of
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NHS Charities Together Xmas Thank You

CHALLENGE

NHS Charities Together wanted to grow brand awareness during the NHS’s 75th anniversary year, while celebrating its new national partnership with Starbucks.

The activation needed to:

  • Honour frontline NHS staff in an authentic way
  • Strengthen the charity’s public profile and areas they specialise in
  • Integrate a major corporate partner seamlessly
  • Capture national attention in the crowded pre-Christmas period

CREATIVE SOLUTION

We designed a national broadcast activation celebrating unsung NHS heroes.

Secured partnership with Heart, Smooth and Starbucks, inspirational NHS staff – who had gone above and beyond in delivering vital, charity-funded services – were surprised with once-in-a-lifetime Christmas gifts.

Recipients included those providing:

  • Mental health support to colleagues
  • Long-term illness peer support
  • Community healthcare access initiatives

The emotional reveal moments were broadcast live across Heart Breakfast (Amanda Holden & Jamie Theakston), Heart Drive (JK & Kelly Brook), and Smooth (Angie Greaves).

PLATFORM DESIGN

This was structured as a coordinated national media moment:

  • Multi-day radio takeover across leading commercial stations
  • UK-wide OOH campaign
  • On-air promotional trailers
  • Integrated brand alignment with Starbucks
  • Concentrated week-long build-up before Christmas

Broadcast and out-of-home worked in parallel to focus national attention on NHS staff at a culturally resonant time of year.

FUNDING ARCHITECTURE

The activation supported and amplified a £2m per annum partnership between NHS Charities Together and Starbucks.

Through strategic media integration and broadcast partnerships, we unlocked an additional £250k in corporate partnership funding tied directly to the campaign activation.

The model blended:

  • Corporate partnership revenue
  • Media value
  • National brand positioning

Turning celebration into commercial leverage.

IMPACT

  • 39 million reach
  • 84 million impressions

A nationally coordinated moment that strengthened NHS Charities Together’s brand profile while deepening corporate partnership value.