National Brain Appeal

National Brain Appeal

The National Brain Appeal is a charity that funds pioneering research, capital projects, access to the best technology for expert diagnosis and treatment, and training for tomorrow’s clinicians within the National Hospital for Neurology and Neurosurgery and the UCL Queen Square Institute of Neurology. In doing this they help to support one of the world’s leading centres for the diagnosis, treatment and care of patients with neurological and neuromuscular conditions.

This work is essential in the face of extraordinary statistics: in the UK, one in six people has a neurological condition. That’s 14.7 million people, each one needing specialist support and care.

However, the majority of The National Brain Appeal’s work happens behind the scenes, with much of the life-saving effort that takes place on a daily basis, invisible to hospital patients, staff and visitors, unless they are directly impacted.

How could we give those audiences an insight into the incredible work happening around them, all thanks to the funding of The National Brain Appeal?



The National Brain Appeal



Our approach

Contactless NFC technology is growing in popularity. At Bond and Coyne, we have been working with several clients over the last few years to understand it’s full potential. So when we were faced with the challenge of creating visibility around something hidden, we realised NFC technology could create the perfect “window” into the work that The National Brain Appeal funds. 

Using this as a starting point, we developed an interactive campaign within The National Hospital. We posted a series of intriguing facts, compelling figures and personal stories across its walls. Using NFC technology, visitors could tap their smartphones on the questions to find out the answer via a dedicated campaign website. In the process, they would learn something new about the space around them, discovering the hidden side of the hospital.

Ranging from wall vinyls, to lift takeovers and posters, we deliberately posed thought-provoking questions to capture audiences’ attention and make them think differently about the hospital. All of these questions linked back to the projects the charity funds in order to improve the prospects and quality of life of the patients.