ABOUT

Right now, only 52% of people live for five years after a leukaemia diagnosis. It’s one of the lowest survival rates of any cancer. But by accelerating progress in life-changing research, Leukaemia UK aim to stop leukaemia devastating lives and start helping people live life to the full.

Leukaemia UK needed a national digital campaign to raise awareness and understanding of their brand and encourage people to support to their cause.

“The power to change” was the idea at the heart of the campaign. It appeals to fundraisers, volunteers, researchers, healthcare professionals – whatever their role, it heroes the difference they can individually make to the lives of people affected by leukaemia.

Using the concept as a springboard, we developed a messaging framework to deliver authentic, emotive stories to illustrate the impact of people’s power, and to drive action. And a high-impact visual style that would stand out on screen and encourage interaction. We brought the campaign to life across animated social posts, Google Display ads, and a campaign-specific microsite.

The campaign was hugely successful. Our ads contributed to over 50,000 people visiting the Leukaemia UK website during the campaign month which was an increase of over 700% on the previous month. 38,000 of these visitors came from paid search, which was an increase of over 4,000% on the previous campaign. On socials, the organic engagement increased by over 339% and impressions increased by 32%. 210 people signed up to the Leukaemia UK newsletter during the ad live period. And finally, the campaign contributed to Leukaemia UK’s highest donations in 11 months.