North West Cancer Research – Think Again
Creating an impactful campaign
- Creative
- Public relations
- Digital marketing
Brief
In the North West, rates of skin cancer are 10% higher than the national average, a shocking statistic for many people living across the region. We were tasked with creating an impactful campaign to raise awareness of the importance of sun safety and how to reduce the risk of skin cancer.
Challenge
Every year, the public is bombarded with messages on how to protect themselves in high temperatures, especially when enjoying an overseas holiday, so we knew we needed a fresh, new angle to stand out.
We wanted to make people ‘think again’ when it came to sun protection and raise awareness of the importance of slapping on the sunscreen, even when at home in the North West.
Our creative was centred on how easy it can be to damage your skin when out and about shopping or at the park, for example.
We launched the campaign on a busy, sunny day in Manchester city centre, handing out sunscreen samples and offering advice to the public on how to stay safe.
We parked up a digital ad van featuring the campaign messaging, with media invited to come along and interview a skin cancer expert and a case study, while a digital campaign also kicked off on the same day.
The
Solution
26
pieces of media coverage, including television
797M
estimated audience
