Brief:
Raise awareness of the fact that only 3% of pancreatic cancer patients survive, making it the 5th biggest cancer killer.
Solution:
The idea was frighteningly simple. That when you find out you have pancreatic cancer you find yourself wishing the unwishable.
Results:
Over £1M in earned media was generated. The campaign was picked up by every major newspaper and was featured on ITV, BBC Newsnight, The Wright Stuff and Sky News every hour for a day. The client was invited to Westminster to address MPs, and secured a meeting with Jeremy Hunt, the Health Secretary. The campaign resulted in 27% of people being familiar with the campaign, and y.o.y. donations more than doubled.