Over £120,000 raised for Stand Up To Cancer
We created an internal engagement campaign for BT and their official partner, ‘Stand Up To Cancer’. The brief was to raise awareness of preventable cancers and empower BT people to take simple steps to improve their own health and lives.
Stand Up To Cancer was the lead brand for the campaign. So, it was important for us to communicate the partnership with BT and make sure it felt relevant to BT people. Our creative approach was to bring in team members from across the business, under the theme ‘fighting cancer together’.
An online benchmarking survey helped BT and Cancer Research UK evaluate current levels of understanding in our target group. This insight will help shape an effective 12-month communication plan to further educate BT people on the risks of cancer. To measure the performance of the campaign and track improvements in understanding, the survey will be re-run after a year.
We used a mix of innovative and traditional techniques to build a robust campaign. As well as posters and online banners, we produced an interactive game that highlighted the biggest preventable cancers. At the end of the game, people were encouraged to make public ‘pledges’ to take simple steps to lead a healthier lifestyle and reduce their risk of cancer. The game integrated seamlessly into BT’s intranet, allowing them to connect it to their campaign website and their internal social media system, where users could share their pledges.
An activity roadshow travelled the length and breadth of the UK to visit 10 of BT’s key sites. We brought the ‘fighting cancer together’ theme to life, with a range of activities including inflatable sumo-suit wrestling and a boxing machine that really brought out people’s competitive side! The roadshows were a huge success, with lots of team members getting involved in the games, pledging to make lifestyle changes, signing up to volunteer and donating money to Stand Up To Cancer.
The campaign concluded with three special fundraising events during ‘Big Fight Week’, which coincided with Channel 4’s week of programming. We produced a massive 6ft high punch wall, full of prizes to be won, and even orchestrated a flash mob at BT’s head office.
We’re looking forward to seeing how the campaign evolves over the next 12 months, and the difference it makes to BT people’s health and lifestyle.
“You clearly understand BT and our systems. We felt you could hit the ground running and had clearly thought about the overall campaign.”