Children with Cancer UK

In 2018 WPNC delivered a new creative strategy for Children with Cancer UK. The charity had been searching for a new approach based on a message 
of hope not just for the child, but also their families. 
WPNC thoroughly researched the illness and how it affects people’s lives, and also scrutinised CWC UK’s existing assets to uncover the solution. When we discovered the answer, it rang loud and clear.

what we did

We uncovered an amazing moment that epitomises many family’s experience of childhood cancer. Every child who completes their treatment gets the chance to ring a bell on the hospital ward before going home. It’s an emotional ceremony that signifies the end 
of their struggle and heralds a brighter future.

With this central thought, we could build the charity’s new integrated campaign to engage and connect with prospective donors. Besides the main 60-second DRTV execution, WPNC has also created and tested a series of shorter Facebook ads using the footage. There are also OOH, train and Tube elements to give the work a truly integrated feel. Plus, to enhance results, 
we overhauled their donation journey and placed them 
on our proprietary goDonate platform.

results

The campaign has outstripped all target metrics, for response, one-off donations and regular giving. At a time when charities 
have been under pressure, the outcomes are encouraging for all concerned. One particular highlight was a single TV spot showing a Christmas edit of the ad, which generated an astonishing 13,632 responses against a forecast of 3,000. Overall, the Christmas campaign is currently 34% up on target.