Harrison's Fund (Body Copy)

by Vedha Vania (0335642)

Opinion This is an ad from Harrison's Fund, a fundraising platform dedicated to supporting researchers to find a cure for Duchenne Muscular Dystrophy. I personally think that this ad is considered successful in delivering the message since after I read through, I became curious to find out more about the disease and the website itself. Copy Strategy The headline and body copy plays a big role in the success of this ad. When the viewers read the headline, there will be a great chance of them reading through all the way to the body copy. Wishing their own children to have cancer in the real world is very unusual. Though the use of that headline in the case of advertising is interesting enough to throw a read bait to the audience. The body copy implemented a testimonial narrative copy since it gives an emotional story before getting the audience to the message. Unlike other testimonials that usually highlights the advantages or satisfaction they got from a product/service, this testimonial touches the viewers emotionally with a rather heartbreaking story.

Reimagined copy Body Copy:

I wish my 6-year-old son, Harrison didn't have Duchenne Muscular Dystrophy.

I wish he's not one out of 2500 sufferers in the UK who will die from it before 20.

I wish there are a cure and treatment to it just like cancer.

I wish more people are aware of the disease and raise more funds.

I wish the fund is possible for the research scientists to find a cure.

I wish my son had cancer.

Call to Action: Make my wishes come true. Go to harrisonsfund.com or text ' MAKE25' to 70070 to help.

Reference By: Gharib Malaka Gharib, M. (2019, January 09). 7 Clever and effective NGO print ads. Retrieved September 26, 2020, from https://www.one.org/us/blog/7-clever-and-effective-ngo-print-ads/