WHEN I GROW UP

A Children with Cancer UK campaign for Childhood Cancer Awareness Month

8th December 2022

Services: Campaign planning, campaign look and feel, video production, social media management

Children with Cancer UK’s vision is a world where every child survives cancer; where they are able to grow up to fulfil their dreams. Still Curious worked with the charity to amplify this message and shine a light on the work they’re doing to make it a reality during Childhood Cancer Awareness Month 2022.

Still Curious developed a digital campaign plan sharing engaging content to known audiences through CRM and driving brand awareness with relevant, broader audiences on social media; leveraging trending topics and hashtags to increase organic reach and positioning Children with Cancer UK as one of the UK's leading children's cancer charities.

Still Curious worked closely with the charity to develop an integrated campaign titled ‘When I Grow Up’, targeted at B2B and B2C audiences as well as internal stakeholders.

The campaign focused on sharing the childrens’ long term aspirations; highlighting that underneath their unique and exhausting health battles, children with cancer have the same dreams about their future as their peers.

The team at Children with Cancer UK introduced us to incredible families who were comfortable sharing their personal stories, their wisdom and their hopes, as well as how the charity had helped them on their journey.

Working with our long-term collaborators Duna Films, we produced two hero films, several social edits, and a behind the scenes film - you can watch them here.

We are beyond privileged to have met and worked with Eve and Josh - two inspiring, articulate and quite frankly heroic children - and their supportive families.

Eve wants to be a dancer. With the help of the charity brand ambassador, Arlene Philips, we arranged a day filled with dance - from perfecting a few steps with Arlene herself to visiting Sadler’s Wells and a lesson with dancer Macy Kerrigan.

Josh’s idol (and ours too) is David Attenborough. He would love to be a wildlife photographer, so we arranged for Zoologist and Nature Photographer, Deya Swift, to take Josh off the beaten path and into the Peak District to learn more about capturing wildlife on film and practice photography skills.

Both Eve and Josh immediately got stuck in on set and spoke about their experiences of cancer with honesty and grace. Duna Films did a great job at putting the children and families at ease, guiding them through the filming process and ensuring they were in control.

As much as giving Eve and Josh a day to remember would have been reward enough, these films and their compelling stories reinforced the need for further research into childhood cancers and powerfully expressed the mission and vision of Children with Cancer UK.

We also delivered a unique campaign look and feel to include colour palette, icons & graphics, social media templates for multiple platforms, EDM templates, a campaign overview document to brief stakeholders, and webpage assets. The campaign provided a rich body of content which has longevity and can be repurposed for future comms.

The campaign delivered reach via PR and social channels amounting to millions. The content secured fantastic coverage on Mail online (24.7 million) and recognition in PR Week’s campaign round up (118,000 online / 73,000 Twitter).

All the social channels enjoyed growth across audience, impressions and engagements throughout the campaign. The celebrity associations, endorsements and tagging provided significant uplift across channels.

We’re incredibly proud to have worked on this campaign with the wonderful team at Children with Cancer UK to spread vital messages about their cause.

We look forward to seeing Eve on stage in the West End and can’t wait to see Josh become Young Wildlife Photographer of the Year. Keep dreaming big guys. You are an inspiration.