To launch a new fundraising campaign which challenges social drinkers to take a one-month break from alcohol during January, raising sponsorship money for the charity.
The driver behind the idea was to increase the charity’s younger male supporter base, as Cancer Research UK under-index on this group compared to other cancer charities.
It was imperative that the campaign had a strong identity that would clearly appeal to ABC1 males; tap into the concept of the willpower and challenge involved in giving up alcohol for a month, without it sounding like a health message.
Killer devised the campaign name, designed the look and feel and produced all of the collateral required for launch.
This included advertising outdoor, print and radio media channels; support materials to encourage sign-up engagement posters, flyers, supporter donation cards and wristbands and the creation of digital assets for use on the Facebook page and campaign website.
Advertising (outdoor, radio, print, digital)