Despite having helped to double cancer survival rates in the past 40 years, Cancer Research UK's role as a force for curing cancer was not widely understood among the UK public. They needed to drive awareness to gain needed support and funds.
Our strategic approach began with a brand strength assessment, revealing the charity needed to strengthen three key brand dimensions: Clarity, Relevance and Understanding. CRUK needed a clear brand idea that would rally and inspire their staff, supporters and the public. We developed a brand proposition focused on the future, “Pioneering our tomorrows,” and created a logo out of dots to symbolize the importance of CRUK’s members uniting against cancer.
To further emphasize this collective spirit, we launched the Collective Movement on Facebook, encouraging all CRUK members to create and share their own custom “C”. In its first week, over 30,000 fans joined the Collective Movement and recreated their own “C”. CRUK was voted the 10th most loved brand among 18 – 24 year-olds, establishing the next generation of CRUK supporters. By emphasizing the importance of the individual and the power of the collective, we raised awareness and support for a life-saving cause.