Cancer rates in the North West are, on average, 25% higher than the rest of the country. Our brief was to rally local people to get behind North West Cancer Research and raise awareness of the charity’s vital work.
To make people sit up and take notice of North West Cancer Research, we needed a campaign that would strike a chord with those living in our region.
We knew that, for most cancers, rates are higher in the North West – but simply telling the public and media about this with a table of statistics would not be enough.
An impactful ‘moment’ would help ensure we cut through the noise and drilled home our key messaging about the charity’s research into tackling the region’s specific cancer needs.