Good News Happening Right Now, Reach Solutions for Cancer Research UK and MediaCom UK
The words ‘cancer’ and ‘good news’ are rarely heard together, which posed a problem for Cancer Research UK. Donations are crucial for the charity to continue its research and treatment development, however it was concerned that donating would seem futile if the problem were perceived as unsolvable. The challenge CRUK gave us was to prove to the public that donations do make a difference. To turn around public perceptions of cancer, we commenced a month-long editorial partnership across national and regional titles, fronted by the Daily Mirror, in which we highlighted the Good News Happening Right Now. Content included stories from cancer survivors and development in detection and treatment methods. Across our digital platforms we used contextual newsjacking to weave the Good News Happening Right Now into positive stories that were gaining traction online, generating 3.9 million page views. Overall, the campaign reached 11 million people, and 85% of readers surveyed felt more positively towards the CRUK brand.