Worldwide, cancer survival rates remain cruelly unequal — 99% for some cancers but as low as 9% for pancreatic.

Breakthrough Cancer Research finds new treatments for these and other poor prognosis cancers. They are a pioneering organisation doing globally-recognised work but as a brand were little-known outside academic circles.

To increase future funding potential, we had to increase awareness — of the brand, and the importance of the work they do.

Objectives:

1. Awareness, to raise the profile of Breakthrough Cancer Research nationally through an engaging and impactful campaign.

2. Highlight the urgent need for more cancer research.

3. Engage the public and the influential cancer community.

4. Show how research saves lives and illustrate how more research can save more lives.

6. Secure national broadcast, print, and online media, to ensure that the campaign had significant reach and cut–through.

7. Engage with celebrities and influencers to reach new audiences

The Shop That Nearly Wasn't is the world's first shop 100% stocked and staffed by cancer survivors.

It shows the power of research to change the future for the better.

It stocks products from creative and innovative cancer survivors of all ages and from all walks of life, including dance superstar Michael Flatley, award-winning children’s authors Peter Donnelly and Nicola Pierce, artists Monika Crowley and Kevin Griffin.

The stories behind the products are captured instore and through a series of filmed interviews with the makers. Their passionate call for more funding for cancer research was played in the launch shop and across social and online channels.

One part of the store remains empty.

Only more research funding can create these survivors. Visitors can donate to help make it happen.

Live events for example artist talks and readings encourage repeat visits and engagement to the launch shop.

We needed a new and innovative way to reach consumers with the power of research to change the future.

From focus groups (Target audience: 35-55) we knew:

– We had to redefine ‘research’ — from a sterile activity to keeping people alive.

– We had to reposition cancer — most people think of “a” cure for cancer. We would show not all cancers are treated equally.

– Unique Tone of voice: shocking-positivity – if they gave their time and money it had to be towards something effective. Any disruptive behaviour had to be sensitive to the cancer community.

A live experiential and online shop could reach audiences at many PR touchpoints:

– Pre-promotion

– Multiple survivors stories to secure PR editorial

– A launch opening in the centre of the nation’s capital to maximise media interest and attendance

– Promotion of the products

– Instore event social engagement

– Re-targeting

Making it happen

From project initiation to opening was just 12 weeks.

The launch shop opened for one week for World Cancer Day: 4th February 2020.

The online shop shopthatnearlywasnt.ie remains open and active.

FINDING SURVIVORS

A recruitment campaign asked the public, well-known cancer survivors in the public eye and those in the organisation’s network to participate.

CREATING THE CONTENT

We worked with melanoma survivor and commercials photographer Kevin Griffin to shoot the press and online photography to make it The Campaign That Nearly Wasn’t. A full omni-channel campaign included social films featuring the survivors and makers, radio, print, display, and social.

BUILDING THE SHOP

A unique partnership with gallery space The Library Project in Temple Bar made the shop a cultural event.

EVENTS

A week of live events in the shop all hosted by cancer survivors – talks, yoga classes and readings encouraged repeat visits and social sharing.

WE WERE THE NATION’S TOP NEWS STORY ON WORLD CANCER DAY

– 130 pieces of coverage with an av. of €172,000

– Total campaign reach 3.18 million (tv, radio, print, online)

– 1.5 million online coverage views

THOUSANDS VISITED THE SHOP INSTORE AND ONLINE IN THE FIRST WEEK ALONE

297% increase in website visits

67,000 engagements with campaign in launch week

3000 social shares in week of live activation

1200% increase in social media visits and engagements

WE INCREASED THE AMOUNT INVESTED IN RESEARCH DESPITE COVID

2020 was a challenging year for donations with multiple events cancelled but the organisation was able to invest more in cancer research – €1.3m in 2020 than in 2019 (€1.1m)

THE SHOP BECAME A PLACE OF PILGRIMAGE AND HAS A POWERFUL FUTURE AHEAD

We are in talks with cancer research organisations worldwide to open The Shop That Nearly Wasn’t in global locations from 2021/2022.