In the 1970’s, only 1 in 4 people survived cancer. Today, thanks to research, 2 in 4 people now survive. Cancer Research UK aims to do even more and has launched an ambitious strategy to double the rate of progress, so that figure rises to 3 in 4 by 2034. To achieve this, the charity needs more supporters. This poster invited people to join the fight by becoming a supporter, whilst dramatising, just how much more can be achieved when more people take action.

The creative execution was relevant to Cancer Research UK as it enabled the public to directly take “Cancer” apart by taking a branded badge and donating £3 to the charity in cash or via a text. Each badge was designed to feature different aspects of Cancer research.

The poster ran for 2 days on 6th and 7th November 2014 at London Victoria station. Social media was used to amplify the campaign for people who couldn’t get to the station.

The creative changed behaviour by encouraging people to stop in a busy station and think about donating to Cancer Research UK. It also gave something back to each supporter who donated, as they were able to wear their badge with pride and feel good about joining the fight.

In just 2 days the campaign was seen by almost 500,000 people in Victoria station.

Thousands of people, from as young as 4 to 94 stopped to engage with the poster, all of them helping us to physically take cancer apart.

This generated more than £3,000 in cash donations at the poster and even more people engaged through SMS and social media. Creating new long-term supporters and lifetime value.