Campaign details

Client: Becky Johnson

The synopsis

This is a paper about changing the way the fight against cancer is perceived.

It's a paper about how strategy inspired a new approach for all of Cancer Research UK's marketing. And about how that approach made their ambition to beat cancer feel more attainable.

It describes how we used the reality of cancer to establish immediacy.

And it explains how strategy embedded itself into every element of campaign development, from briefing through to production.

The strategy manifested in:

  • A new creative approach, and a new creative platform.
  • Production decisions, including the production partner we used.
  • A new campaign structure, that allowed for hundreds and hundreds of ads.

That probably sounds like a lot to get through. Best we get started.

The paper