Bovril slogan hospital ballot cartoon & ticket book : £6,000 in prizes, 20 original cartoons by Alfred Leete : 1/- to enter
The pattern
This still is filed under Donor guilt appeal.
Define
The donor is asked to feel the cost of not giving, then given a precise act that relieves it.
Mechanism
Obligation then release. Close kin to problem-agitate-solve, aimed at a gift rather than a purchase. Handle with care.
Verdict
The need is real, the ask is specific, and the donor can act today.
Why it works
Aligning a brand competition with a major charity (hospitals) removes the commercial taint, while crowdsourcing slogans forces the public to think deeply about the brand's benefits.
Steal this when
You want to drive massive engagement and crowdsource copywriting by tying a competition to a universally beloved charitable cause.