A brand response strategy and campaign was developed to fundraise and build awareness. This multi-media campaign using TV, outdoor, press, direct mail, radio, sandwich bags and the retail network was based around the creative theme of “All Clear” – helping more people with cancer hear these words. Our target audience have been touched by cancer, they know the negatives and the heartache it brings – the All Clear concept puts forward a positive message demonstrating the progress in research and the ultimate communication of hope. This is balanced with a clear ask for money to hope for future sufferers.

Consumer awareness levels of the campaign overall are excellent peaking at the highest level ever achieved for the brand – 2.6 times average pre campaign levels. Alongside this Campaign’s Adwatch listed the campaign at 6th in terms of awareness, ranking higher amongst consumers than campaigns with higher spends. The campaign also achieved 15% above target response levels set from previous campaigns results,including excellent response levels from 30s peak airtime as well as traditional 60s DRTV airtime.