Cancer Research UK
In a fragmented and low-trust information landscape, we made complex cancer science understandable, mobilised millions to act, and helped secure once-in-a-generation policy change. By bringing together 70+ specialists across media, campaigns, social, digital, internal communications and storytelling, we created a unified, insight-led team focused on outcomes and embedded at the heart of CRUK.
Our work delivered impact at scale: over 3,600 outputs, reaching 92% of UK adults monthly and generating 67 million social impressions. Crucially, we shifted understanding, with 58% of UK adults now associating CRUK with funding research and 53% with driving breakthroughs. In children and young people’s cancers, we increased favourability to 85%, making CRUK the most positively viewed charity in this space.
We drove action and income through integrated campaigns including Stand Up To Cancer and Race for Life, alongside a social-first fundraising model generating £17m annually. Our work also influenced behaviour change, including engaging 134,000 people with early diagnosis through our Screening Checker.
Beyond campaigns, we shaped national policy—helping secure the National Cancer Plan and the Tobacco and Vapes Act—and supported major organisational transformation.
This year, we proved communications is not just a support function, but a strategic driver of impact, delivering measurable outcomes for the organisation and for people affected by cancer.