Yorkshire as a region has the third-worst cancer outcomes in England. Yorkshire Cancer Research’s aim is to prevent that through life-saving research and awareness to save lives across Yorkshire.
We came up with the ‘Yorkshire Stars’ campaign that would ask the public to dedicate a star to someone they’ve either lost to cancer, currently suffering with cancer, or has supported them through cancer. The stars would later be projected on iconic buildings across Yorkshire (Leeds, Sheffield, and York) through dedicated fundraising events.
The campaign was then supported with strong human-interest stories and specialist interviews with recognised researchers in the health sector – all captured on video by our creative team – to drive charity engagement.
You can find out about our public sector PR approach here.