General election
Campaign branding
Campaign branding
This brief was to develop campaign branding for Cancer Research UK's general election campaign – a call to make the next UK government act for people affected by cancer. The aim of this campaign and the creative concept was to clearly communicate the link between politics and outcomes for people affected by cancer. I worked closely with a copywriter and videographer to brainstorm concepts that would create unity across the campaign touch points.
Central to this concept is a split screen photography approach with strong juxtaposition and connecting text across both images to bring the two worlds together. The campaign featured 5 different imagery pairs which touch on the themes highlighted in the Manifesto for Cancer Research and Care to drive home the key areas for potential impact. Messaging featured a 'From x, to y' format to link the two worlds (eg From 'Hear, hear' to 'All clear').
This campaign received excellent engagement with over 8,000 people taking action, 5,550 of which were new to taking campaign action with Cancer Research UK. More than 21,000 people signed the hand raiser, over 31,000 emails were sent to political candidates, and the campaign overall reached 648 constituencies. During the campaign, social engagement on our content was 5% higher than normal, with one post reaching over 360,000 people.
This campaign received the Collaboration award at the Policy, Information and Communications annual directorate away day in 2024.
CAMPAIGNING ASSETS
Other supporting assets were created as campaigning props and stunts which did not featured imagery but maintained consistent messaging. For example, this fake prescription prop was created for our ambassadors to leave with MPs as an eye catching and bold prompt to act.
Other supporting assets were created as campaigning props and stunts which did not featured imagery but maintained consistent messaging. For example, this fake prescription prop was created for our ambassadors to leave with MPs as an eye catching and bold prompt to act.
Placards and tote bags were created for our ambassadors to use during Parliament Day, designed to raise awareness for the campaign and for the importance that government act.
CREDITS
Client: Cancer Research UK
Photography: Getty
3D mockups: Freepik, Mockupworld
Client: Cancer Research UK
Photography: Getty
3D mockups: Freepik, Mockupworld