Charities Jnetics and Chai Cancer Care were launching their NHS BRCA Testing Programme; aiming to identify the genetic mutation and prevent cancer – and needed 1,500 sign ups in the first three months.
With PR as the only channel, in just 24 hours we drove over 5,000 registrations through a campaign that led to preventing cancer and consequently saving lives.
We knew we needed to spread the word far and wide to drive the “tell a friend” effect if we wanted the campaign to hit its target.
We worked with a range of influencers, used case studies to drive national media coverage and held a launch event at the House of Lords to showcase the importance of the testing programme.
We needed to drive 1,500 sign ups to take the test in the first three months
Well, in the first 24 hours of the campaign launching, we had over 5,000 sign ups – almost our annual target in just one day
In the following fortnight, our sign up figure exceeded 16,000 – with PR the only channel at play
We drove 55 pieces of earned coverage including the likes of the BBC and the Guardian, with launch day seeing more than 20,000 visits to the testing microsite
