Sometimes the path to success can take unexpected routes.
On this occasion, the successful creation of the beautiful physic garden at The Blackthorn Trust took the path of some whitewater rapids in the French Alps.
The Blackthorn Trust is a charity based in Maidstone, which provides medical and rehabilitative care to patients by providing rehabilitative activities and therapies to enable them to reach their full potential. Blackthorn’s own Susie Chassagne decided to give back to the charity that had supported her through her own crisis by learning whitewater kayaking in just six months, in preparation for her ultimate kayaking challenge in the French Alps. Her goal: to raise £10,000 to fund the creation of the physic garden.
For charity campaigns like this, the impact of social media cannot be underestimated, especially in order to take full advantage of the corporate sponsors which got involved with the project. We pulled out all the stops to create a logo, build a website, film videos and provide social media training to make the Kayak for Blackthorn campaign a resounding success. We produced a variety of creative content, including a pitch video for GoFundMe and an interview with the designer of the physic garden, Marion Boswell. But as always, we developed a thorough social media strategy in order to provide a solid framework for the creative content to go into. The social media training was vital, especially during the actual trip, as it allowed the Kayak for Blackthorn team to make effective posts during the event itself. It was inspiring for us to be a part of Susie’s difficult journey and to support her success in the enormous challenge she took on.
The result of Susie’s training and hard work certainly speaks to both her dedication and the effectiveness of the campaign. Kayak for Blackthorn raised a total of £11,500 – a full £1,500 over the goal amount. Thanks to the close working relationship we developed with The Blackthorn Trust, we’ve continued to work with them on other areas of their marketing and new marketing campaigns – such as the DWELL Program, which is something we’ll talk about more in a future post!