Cancer Research UK:
a whole new online approach

Challenge. To devise a creative campaign concept promoting a bold new online giving product – MyProjects – allowing people to earmark their gift to a specific type of cancer research.

Solution. Departing from the charity’s tried and tested approach of putting the corporate brand first; we put the donor, their life and their experiences centre-stage. All wrapped up in a strapline and visual style, plus a launch email, an online banner ad and a poster to eventually take the marketing offline.

Results. In tests, the launch email achieved an open rate of up to 12% and click through of up to 3.5%. Some 1.5% of visitors gave and MyProjects has seen double their original predictions in individual donations.

myprojects.cancerresearchuk.org

Check out more online and integrated work with Virgin Unite and Rosa.