Black Dog Institute: Charity Case Study -- Windsorborn

Black Dog

Welcome to The Black Dog family.

The Black Dog Institute is a charity dedicated to understanding, preventing and treating mental illness.

Black Dog acquires almost all of its regular givers through telemarketing.  However, the majority of these givers cancel within the first few months, so our challenge was try to reduce attrition during this early period and engage givers so they continue to donate long into the future.

Our solution was to develop a video content series to communicate key messages in a simple but effective way. The first in the video series was a ‘Welcome to the Black Dog Family’ video and then we followed up with key messages focusing on how donations are spent on research and then the impact of this research. How they turn research into action and the real impact on improving the lives of people with poor mental health. We used animation to communicate difficult and serious messages in a light-hearted and warm manner.

Creative Ideation



“We are really happy with all of the animation as a series. We’re getting great feedback from givers so far.”

Nathaniel Links, Individual Giving Program Manager.

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