Stand Up To Cancer | Experiential | Content | Influencer
We were engaged by Cancer Research UK and Channel 4 to develop a national PR campaign to launch and build awareness of the major new charity initiative ‘Stand Up To Cancer’.
Working closely with Channel 4 and Cancer Research UK we developed a campaign that announced the new charity to the world and built momentum to the live TV show.
Activity included a major press conference with Gwyneth Paltrow, recruiting celebrity support, photo shoots with talent, changing the name of ‘The Strand’ to ‘The Stand’ and creating an enormous arrow-shaped catwalk featuring over 30 pairs of celebrity shoes for the public to try on and literally stand up to cancer.
National coverage reach exceeded 100 million. Highlights included The Sun, Vogue, Daily Mail, Daily Telegraph, Metro and Independent.
Hundreds of mentions and images were shared across social media including tweets from celebs that donated shoes. In addition, the auction of the shoes raised thousands of pounds for the charity.
The campaign was a finalist at PR Week Awards 2013.