2018 Bronze Health and wellness
12 Dec 2018
Agency: Arthur London
Client: World Cancer Research Fund UK
Campaign name: Attractive to Cancer
Campaign overview
Making people’s diets less attractive to cancer
The brief
Raise awareness of WCRF’s cancer prevention recommendations by driving people to an online assessment and risk reduction tool
Strategy
Smoking excepted, developing cancer is largely put down to bad luck or bad genes. WCRF UK needed to jolt people out of the apathy and cynicism associated with healthy eating and drinking by asking if they realised they were making it easier for cancer to attack them.
The campaign aimed to raise awareness and change behaviour based on the results of the charity’s latest research into the effect of diet on cancer risk.
The approach followed two paths: jolt people out of apathy by presenting a familiar health message from a different perspective, and offer a simple way to check how food and drink affects cancer risk.
Creativity
The campaign name “Attractive to cancer” applies the visual tropes of the fashion world to cancer in a shocking
series of images and films, showing what we consume can kill us. These drove the target audience to a health assessment tool on the WCRF website.
By featuring attractive models using food and drink to ‘flirt’ with the camera, WCRF UK and Arthur dramatised a simple idea so the act of having bad food or drink A series of impactful print ads, styled as fashion magazine covers, were shot by acclaimed fashion photographer Rankin, along with a series of short films for social sharing.
Results
WCRF’s message went from low awareness and low engagement to an increase of 850% in website page
views and 339% increase in new users compared with the same period the previous year.
Click-through from Facebook and Instagram was 5.4% with a 79p CPA. Rankin posted the work on his social feeds reaching 5,840 people, almost six times the average.
Team
Arthur London - David Fitzduff, Senior Copywriter - Neil Bazell, Senior Art Director - Andy Kelleher, Creative Director - Lyndsay McMorrow, Creative Director - Nick Whillis, Planner - Jan Rane, Account Manager - Alice Egan, Account Director
WCRF UK - Jane Heath, Director of Fundraising and Marketing
Contributors
Rankin and John Aylings & Associates