Share

Cancer Research asks for ‘one million actions’ in new brand campaign

Cancer Research asks for ‘one million actions’ in new brand campaign
News

Cancer Research asks for ‘one million actions’ in new brand campaign

Fundraising | Celina Ribeiro | 9 Jul 2013

A human billboard in London's Victoria station has kicked off Cancer Research UK’s new multi-channel brand campaign which asks for supporters to collectively take ‘one million actions’.

The new campaign, which bears the tagline ‘Beat Cancer Sooner’, launched yesterday with an installation in London Victoria train station featuring four cancer survivors in body paint blending into a billboard background. The human billboard preceded television, radio and outdoor advertising which will all call for supporters to take an ‘action’ to help beat the disease.

Actions are identified as donating cash or goods, volunteering, fundraising or campaigning.

“We’d love everyone to come together and help us reach one million actions against the disease over the next six weeks,” said Cancer Research UK’s director of brand and strategic marketing Natasha Hill. “Whether that’s by signing up to an event, donating money, dropping off your unwanted goods to our high street shops, sharing information about cancer and campaigns through the Cancer Research UK Facebook page or even becoming a citizen scientist and classifying cells.”

The campaign will run for six weeks, and is requesting that supporters take actions within those six weeks.

A spokeswoman for Cancer Research UK told civilsociety.co.uk that there were no specific targets for fundraising, although it did expect donations to be higher than in the absence of any such campaign. “We don’t have any set expectations,” she said. “We want people to get involved in any way they can.”

This round of brand advertising is the second lot this year for Cancer Research UK, which around last Christmas launched its first wave of brand activity following a re-brand last year.

Speaking to civilsociety.co.uk last year, director of fundraising Richard Taylor said the charity was keen to emphasise the impact that cancer research and donors can and have made in fighting the disease.  

 

CRUK human billboard at London Victoria

 

Comments

[Cancel] | Reply to:

Close »

Community Standards

The civilsociety.co.uk community and comments board is intended as a platform for informed and civilised debate.

We hope to encourage a broad range of views, however, there are standards that we expect commentators to uphold. We reserve the right to delete or amend any comments that do not adhere to these standards.

We welcome:

  • Robust but respectful debate
  • Strongly held opinions
  • Intelligent relevant discussion
  • The sharing of relevant experiences
  • New participants

We will not publish:

  • Rude, threatening, offensive, obscene or abusive language, or links to such material
  • Links to commercial organisations or spam postings. The comments board is not an advertising platform
  • The posting of contact details for yourself or others
  • Comments intended for malicious purpose or mindless abuse
  • Comments purporting to be from another person or organisation under false pretences
  • Gratuitous criticism, commentary or self-promotion
  • Any material which breaches copyright or privacy laws, or could be considered libellous
  • The use of the comments board for the pursuit or extension of personal disputes

Be aware:

  • Views expressed on the comments board are left at users’ discretion and are in no way views held or supported by Civil Society Media
  • Comments left by others may not be accurate, do not rely on them as fact
  • You may be misunderstood - sarcasm and humour can easily be taken out of context, try to be clear

Please:

  • Enjoy the opportunity to express your opinion and respect the right of others to express theirs
  • Confine your remarks to issues rather than personalities

Together we can keep our community a polite, respectful and intelligent platform for discussion.

Free eNews

Wellcome Trust's investment portfolio reaches £18bn

19 Dec 2014

The Wellcome Trust has posted a 15.4 per cent return on its investment portfolio, earning £2.5bn for...

HMRC tax statistics suggest large rise in charitable giving

19 Dec 2014

Tax relief on giving is expected to rise by 11 per cent in the year to March 2015, suggesting a large...

Andrew O’Brien moves from NCVO to head CFG’s policy team

19 Dec 2014

Andrew O’Brien is to join the Charity Finance Group as head of policy and public affairs.

PDSA plans to change objects to offer paid for services

19 Dec 2014

The Charity Commission has sided with the People’s Dispensary for Sick Animals on a decision that would...

Charity Commission exercises inquiry powers four times as often as previous year, report shows

19 Dec 2014

The Charity Commission investigated almost 2,000 charities in the year to March 2014 and used statutory...

DWP promises measures to improve charities’ experience of the Work Programme

18 Dec 2014

The Department for Work and Pensions has agreed to introduce measures expected to improve the Work Programme...

CRUK crowdfunding effort flops

15 Dec 2014

Cancer Research UK’s three new crowdfunding campaigns did not manage to raise even 10 per cent of the...

Volunteering platform Do-it relaunches

12 Dec 2014

Online volunteering platform Do-it has been relaunched today by its new owner, the Do-it Trust, with more...

‘The challenge is getting people to use IT systems’

28 Nov 2014

Whatever type of customer-relationship management system charities use, the biggest challenge is convincing...

Join the discussion

Twitter button

@CSFundraising