Stop Cancer Taking
Our Teens
Teenage Cancer Trust
Background
We were approached by Teenage Cancer Trust to help them develop their new fundraising appeal to highlight the urgent need for donations to help support their teens and young people facing cancer.
With a punchy brand and an important cause to fundraise for, they asked Killer to create two propositions and corresponding concepts that could be used across several mediums such as social media, out-of-home and print media.
The brief
Our brief was to develop a fundraising appeal to engage cold and warm audiences to raise money for Teenage Cancer Trust. This included income in the short term and improving positioning for the longer term. They also wanted two creative routes to understand which positioning elicited the best response.
Teenage Cancer Trust wanted to highlight some key areas which impacted their service users; most importantly the current healthcare crisis, which is impacting diagnosis, treatment and waiting times, which could have catastrophic implications for young people.
The work
Killer first created and refined two propositions to test against each other. We experimented with dialling up the urgency by using a positive and negative outlook on the current situation teenagers with cancer are facing. This would allow us to see which performed best.
Our creative team were then able to create stand-out concepts which starkly reinforced the core messaging coupled with bold headlines that stood out to the audience. Teenage Cancer Trust always use real-life cancer survivors within their creative and we felt it was important that the imagery used conveyed the emotions that these young people have around their cancer journey. Therefore, we stayed away from using any overtly positive imagery and instead focused on a direct look-to-camera shot for a powerful impact which supported the copy.
We provided Teenage Cancer Trust with the master creative which allowed them to create their assets in-house. They ended up creating OOH assets displayed as electronic screens up and down the UK as well as social media assets across Facebook, Instagram, and LinkedIn.
They have also had wide coverage across print media and mainstream news websites. This campaign is currently still running.
