Cancer Research overhauls marketing

Cancer Research UK is overhauling its marketing strategy in a bid to increase donations after admitting that existing branding “has been holding it back”.

Cancer Research Logo

The charity hopes that its new logo, tone of voice and approach to marketing will help boost donations to fund its research into preventing, controlling and curing cancer.

A print, outdoor, digital and PR campaign designed to explain the change in identity and raise awareness will launch next month. It will be followed by an increased marketing effort to promote the new branding in the coming year, including TV activity in 2013.

Richard Taylor, executive director of fundraising and marketing at Cancer Research UK, told Marketing Week the refresh aims to create a brand personality that is “smart, brave, engaging and optimistic”. He adds previous activity created the perception that the charity was “too clinical” and “too scientific”.

Cancer Research will now celebrate its scientists and Race for Life fundraisers as heroes in campaigns, using lines such as: “Heroes wear lab coats” and “Heroes wear running shoes” in future advertising campaigns. It will also use the line: “For you, because of you, thanks to you” to better communicate how it relies on fundraising support and drive engagement.

Taylor adds: “There’s a lot of uncertainty about around what we do. People don’t have a clear idea how we’re relevant to them. Our work isn’t changing, it’s about how we present ourselves. We’ll be more confident about our work and bold in how we talk and be less clinical by using language that people use in their daily lives to be a bit warmer.”

“The challenge for us is that our fundraising income has stayed flat [at £432m], but an increasing number of people are getting cancer. We’re also at a golden era of research into cancer, we’re making huge advances and we need to exploit that. We’re only limited by the funds we can raise so the more we can make the public think of themselves as shareholders, the more we can raise.”

The new logo retains the pink colour from previous branding but adds a “more zingy” turquoise and purple colour scheme. It uses a number of coloured dots to create the recognisable ‘C’ of cancer, but also gives it flexibility to adapt the creative for different communications purposes.

The charity is investing £680,000 on introducing the new brand identity across all its communications platforms, including refitting its 600 high street charity stores. It hopes to refit 20 per cent of outlets by the end of the year.

Cancer Research Posters

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here