WORLD CANCER RESEARCH FUND: Are you making yourself attractive to cancer?
Diet and lifestyle can play a huge role in someone’s likelihood of developing cancer. We helped World Cancer Research Fund (WCRF) to create a bold campaign to break through apathy around this subject.
A shocking insight
WCRF wanted to promote their cancer prevention tools – and raise mass awareness on a limited budget. Our insight showed that, apart from in the case of lung cancer and smoking, most people see cancer as something that happens purely as a result of bad luck or bad genes. However, the truth is that diet and lifestyle can play a huge role in someone’s likelihood of developing cancer – making them much more susceptible to the disease.
Creative that’s impossible to ignore
Are you making yourself attractive to cancer? is a bold, challenging campaign that subverts the tropes of the fashion world to draw a link between lifestyle factors such as the consumption of alcohol and red meat, and cancer. Working with world-famous fashion photographer, Rankin, we developed a series of press ads, digital ads and films all posing this provocative question and driving viewers to a health assessment tool on the WCRF website.
Results with the power to save lives
The campaign was enormously successful. It increased WCRF’s website views by 850% and new users by 339% compared to the same period the previous year. Click through from Facebook and Instagram was 5.4% with a 79p CPA.