Cancer Research UK: The answer's plain

Emily Harlock and Katy Dallas

This case study describes a social media based campaign by Cancer Research UK, the charity, which demonstrated the power of branding in order to build public support for plain packaging for tobacco products.

Cancer Research UK: The answer's plain

Emily Harlock and Katy DallasAMV BBDO

Summary

This paper tells a story of planning restraint. We worked with Cancer Research UK on limited means, avoiding sensational tactics to prove the need for removing branding, by illustrating the power of branding. It was a journey that helped us understand the dramatic multiplier effects of social media and the emotive power of film. We prospered by persuading through intelligence, not shock tactics. And lives may be saved as a result.

Objectives

Cancer Research UK and tobacco packaging

Cancer Research UK exists to save lives from...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands