Product details

When Comic Relief's Red Nose Day started in the UK, the charity industry was a deep red ocean. Competition was intense and growing, costs were up, and donations were down. Yet Red Nose Day rapidly achieved 96% national brand awareness. Fast forward 30 years, Comic Relief has raised more than GBP1 billion, has become something of a British institution and has no credible imitators. In this case you'll learn, how Comic Relief leapfrogged existing fundraising charities and emerged as one of the most distinctive charities in the UK that also enjoys the lowest costs. Find out how Comic Relief redefined the industry problem and engaged everyone to do something funny for charitable giving and how it sustained its blue ocean for over 30 years with exponential growth and no credible imitator. The case comes with a teaching note and a compelling video that highlights and literally shows what makes Red Nose Day so different from other charities while simultaneously allowing it to achieve the lowest cost structure. The video can be downloaded for teaching purposes (link in ‘Extra information’ section).