Yorkshire Cancer Research funds research that helps the people of Yorkshire avoid, survive and cope with cancer.
They wanted to be positioned as a strong, regionally known and trusted brand to digital audiences, whilst also encouraging fundraising through strong human interest stories. We did this through the Step Out for Yorkshire campaign that would highlight the health benefits of regular exercise, using 3 case studies (Ndidi, Alex, and Fiona) from different areas of Yorkshire each sharing their reason for getting involved in the campaign and their exercise goal.
Their stories were brought to life through this video produced by our in-house videography team. As well encouraging charity participation and donation, our public sector PR approach very successful, achieving:
- 29M coverage reach
- 130 pieces of coverage; including 116 from broadcast; BBC Look North, BBC Radio Leeds, Sheffield and York, and Bauer