Yorkshire Cancer Research funds research that helps the people of Yorkshire avoid, survive and cope with cancer.
The brief was to support Yorkshire Cancer Research as a strong, regionally known and trusted brand to digital audiences, whilst also encouraging fundraising through strong human interest stories and raising awareness of the Step out for Yorkshire campaign.
Create:
To highlight the health benefits of regular exercise, we used three case studies from different areas of Yorkshire each sharing their reason for getting involved in the campaign and their exercise goal. Their stories were brought to life in compelling video format by our in-house videography team.
In order to raise brand awareness further, we worked with top athletes and sports stars such as Ryan Sidebottom, Daniel Goodfellow, Harry Tanfield and Charlie Tanfield to promote the Step out for Yorkshire campaign and encourage participation and donation.
We also mapped out five stunning exercise routes around Yorkshire to encourage the public to run, walk, or cycle in their beautiful home county. The routes were suitable for different abilities, and accessible on OS Maps and through the charity’s website.
Engage:
Broadcast was an important channel for the charity to raise awareness of the campaign and encourage fundraising. We ran a radio day with the Chief Executive of Yorkshire Cancer Research Dr Kathryn Scott and also used case studies to secure further coverage on radio and television.
For the Hidden Treasures element, each route was embedded on a landing page on the Yorkshire Cancer Research website, and we provided a useful asset for online press, social and influencer activity, which aided in securing media results.
Case study content was then used for a multitude of assets that were promoted in the run-up to and after the event on social media to increase further engagement.
The range of angles, spokespeople and assets meant we could drive critical brand awareness and maintain a steady stream of coverage throughout the campaign period.
Convert:
Our creative and integrated public sector PR approach achieved the following results:
- 29M coverage reach
- 130 pieces of coverage secured, including 116 from broadcast; BBC Look North, BBC Radio Leeds, Sheffield and York, and Bauer
- 9K engagements on social media
