Cancer Research UK: Help us make it sooner

This case study explains how Cancer Research UK, the cancer charity, created an emotional connection with its supporters by focussing on the future.

Cancer Research UK: Help us make it sooner

Emily Harlock and Katie DallasAbbott Mead Vickers BBDO London

Summary

Cancer Research UK had a problem. Their growth had stalled, and important research could not be funded.

We needed to create a new relationship with our supporters: more emotional; more committed.

We realised that we needed to make what we really did emotional, rather than borrow emotion from elsewhere. We told supporters that through research we would get to a day when all cancers would be beaten; and that by supporting us, they could help make that day sooner. This helped...

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