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Friday, August 24, 2007

Cancer Research targets over-50s in legacy push

Cancer Research is the UK’s largest charity dedicated to researching cancer. The press and radio campaign, created by WWAV Rapp Collins, carries the phrase "We will", with the call to action to contact the charity by either coupon, phone or online.

A key focus of the campaign is the over-50s audience. The media choice includes Reader's Digest, Good Housekeeping and Saga, as well as radio stations Magic, Smooth FM and Classic FM. All good standard 50-plus stuff.

I will keep my eye on this campaign and post copies of the creative. Later in the year I am talking at a Legacy fund raising conference so this will make an interesting real-time case study. Dick Stroud

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