North West Cancer Research

Creating a brand film to remind the people of the North West, ‘Cancer has no place in our home’

  • Brand strategy
  • Brand design
  • Campaign

Brief

Dedicated to putting its region’s cancer needs first, North West Cancer Research came to us to help raise their profile in the North West.  

Challenge

As a charity, NWCR is reliant on good will donations to fund research into the cancers affecting local people and help educate communities on how they can safeguard themselves from cancer. 

Our task was to help boost the awareness of this amazing charity and highlight the stark reality that those living in the North West are 25% more likely to be diagnosed with cancer.​​

They wanted something that felt localised, personalised and authentic – with its region and the people that live in it at the heart of it.

Graphic design for North West Cancer Research, featuring a woman standing in front of the Blackpool tower with the text 'Donate to tackle cancer rates in Lancashire'.
Graphic design for North West Cancer Research, featuring a man in Liverpool, with the text 'Donate to tackle cancer rates in Merseyside'.

In a first of its kind for the charity, we developed an integrated campaign comprising a strong ‘moment’ for media and an accompanying digital strategy. ​

Knowing that the region itself and its local communities are at the core of NWCR’s work, our Cancer Has No Place in Our Home concept was born. 

To drive media interest, we created an impactful stunt to give the campaign a centrepiece. This involved creating six temporary ‘neighbours’ for one of Gormley’s statues, all positioned next to one of the real figures looking out to the horizon and standing in solidarity on the path to a cancer-free future.  Each figure was dressed in a T-shirt emblazoned with the shocking rates of common cancers across the region. ​

For the digital campaign, we used local voices from across the region to tell our story and amplify our message of why the charity exists. We used a mix of channels, including Meta and YouTube, geo-targeting content to each county to ensure audiences were seeing assets – and cancer statistics – that were relevant to them.​

Out-of-home advertising was also done through Adshells across the region to reach as many people as possible.

Solution

The
Solution

Statues at Crosby Beach. Two are wearing North West Cancer Research branded t-shirts, and others have North West cancer statistics imprinted on their bodies.

Results

Not only did it achieve widespread media coverage, our data also revealed how 41% of those surveyed were aware of the wider campaign messaging and 40% were now aware of the charity or had heard of them for the first time thanks to Cancer Has No Place in Our Home. ​

86% of those who saw the campaign also said it made them think more about improving their health, while 83% revealed they would want to find out more about the charity’s work. 

26

pieces of media coverage, hitting all major regional titles

50.9M

total est. earned media audience

25%

of people in the North West saw the Antony Gormley stunt story

4M

impressions through the digital campaign

1.48M

digital views

More Work

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