Every Christmas, 2,600 people in Yorkshire are told they have cancer. We turned that number into a walk-in snow globe in the middle of Sheffield — and a regional and broadcast news story.
The Challenge
Yorkshire Cancer Research wanted to thank its supporters, drive public engagement and make one sobering fact impossible to ignore: 2,600 people across Yorkshire are diagnosed with cancer every Christmas. The challenge was landing that message in the busiest, noisiest media month of the year.
Our Approach
We gave the statistic a physical form. Prohibition created an interactive snow globe installation at Sheffield Winter Garden — one flake for every diagnosis — that the public could step into and experience for themselves.
Around the installation we built a full earned-media programme: media attendance on the day, local supporter case studies to give the campaign real human voices, and video assets that let the story travel long after the globe came down.
The Results
- 82.2m media reach
- 25 pieces of coverage
- 13 broadcast features
- 7 supporter case study stories
