CF Trust relaunches to boost fundraising

The Cystic Fibrosis Trust is relaunching its brand to help the public better understand what the condition is and to raise £10m in funding by 2015.


The organisation, which is the Marketing Week Engage Awards 2013 charity partner, wants to become a “dynamic, action-oriented brand.”

Tamsyn Clark, director of marketing, says: “A lot of charities are very cosy in their language and we wanted to be a lot more direct about the huge burden that CF is and why we are here to beat the disease.”

Understanding of the condition – which is a genetic illness affecting the lungs – is “pitifully low”, she adds. Nine thousand people in the UK have CF and two million carry the gene.

The charity has a new logo, using the ‘is’ of the word Fibrosis to explain what the condition means for sufferers and their families. It will feature on a new website and be followed up with a research study and an awareness week in June. It is also considering direct response TV and door-to-door campaigning. 

“We will be going to a ‘colder’ audience, using some of the harder-hitting messages, such as about cutting lives in half,” says Clark.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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