Driving brand awarness

People in Yorkshire are more likely to be diagnosed with cancer – and die of cancer – than almost anywhere else in England.

That’s why Yorkshire Cancer Research exists. For a century, they’ve been bringing life-saving discoveries to people in Yorkshire and beyond – cures that are saving lives, right now.

But right now, not enough people – even in Yorkshire – know who they are. That’s why they came to us.

To raise Yorkshire Cancer Research’s profile across the region, we started where we always start: the audience. Through interviews and workshops, we dug into what people across Yorkshire felt about cancer – and what motivates them most about the charity’s work.

From this insight – and many deeply moving conversations with supporters – we developed their new brand proposition: For A Yorkshire Free From Cancer.

Because, ultimately, what people most want is cancer cures. And through groundbreaking research and clinical trials, that’s exactly what Yorkshire Cancer Research is bringing. Whether it’s launching genetic screening or providing personalised fitness plans for people with cancer, finding cures for Yorkshire – and beyond.

In February, we launched their first brand campaign under the new proposition. Telling that story to the whole region.

Our hero ad, Rob’s story, follows a man from Yorkshire who was diagnosed with bowel cancer, but who is now alive and well – thanks to a Yorkshire Cancer Research-funded clinical trial.

Shot in an intimate, user-generated style, the ad takes viewers from the wrench of Rob’s cancer diagnosis, through his decision to participate in the trial to – ultimately – the moment he’s given the all clear. And how that means he can enjoy the simplest, most important things in life. With the people he loves the most.

The campaign went so much further than TV, hitting train stations, roadsides and airwaves across Yorkshire – plus some innovative digital targeting to make sure the message hit home.

And the results have been staggering. Since the campaign wrapped, the charity has seen unprecedented heights of awareness, with significant increases across almost every metric.

Overall, the campaign doubled spontaneous brand awareness. And we’re confident that increased awareness will mean more donations, with more than two thirds of people saying they’re more likely to support the charity having seen our work.