Advertising campaign to promote free counselling service with Macmillan Cancer Support and Bupa

The problem:

Macmillan Cancer Support needed to develop engaging and sensitive creative to promote their new partnership with Bupa Health Clinics which provided free counselling to people with cancer – and they knew Creative Switch had the ability to deliver.

The solution: 

Kath teamed up with copywriter Mark Harland and conducted a short competitor mapping exercise in the mental health space and reviewed the qualitative and quantitative data from a pilot of the service. We then researched and identified insights from the target audience. After that, we developed multiple creative tests using static and animated adverts for Facebook, Instagram and display advertising targeting people interested in cancer and mental health. Each advert used a unique call to action to track which performed best when it came to empowering people to enquire about the service.

• Project deliverables

  • Creative brief discovery call

  • Short competitor mapping

  • Campaign concepts

  • Copywriting (Mark Harland)

  • Illustration

  • Adverts for Facebook, Instagram and display (interstitial and banners)

“Thank you for yours and Mark’s creative brilliance, in ensuring we can support as many people with cancer as possible at such a hard time in their lives.

Your ability to create multi variant tests to deliver the most relevant and accessible ways into the service produced incredible results. We have delivered over 23,000 sessions of support through this partnership and it’s still growing”.

– Heather Pearl, Head of Innovation at Macmillan Cancer Support
”

“Kath is always a pleasure to work with. On a recent campaign we needed brand-new creative promoting counselling for people with cancer. She worked really well with the copywriter to produce some brilliant concepts that showed such sensitivity and a great understanding of the brief. It meant we had lots of options to test taking forward, that really engaged and led to fantastic results.”

– Elinor Gordon, Senior Marketing Manager Macmillan Cancer Support”