Cancer Card
Raising the profile of a life changing cancer charity
The Brief
Cancer Card is a one-stop-shop for anyone affected by cancer - people coming to terms with a diagnosis as well as partners, family, friends and employers.
The charity’s online support hub aims to provide a one stop shop for support and advice. This also helps those in need to connect with a community of like-minded people who are going through similar experiences.
Having applied for Perceptive’s ‘Improving Lives’ campaign, Cancer Card was chosen as our charity partner. Since then, we have provided pro-bono PR, social media and communications support and training to help raise awareness of its services.
Our media activity focused on key milestones, including the launch of Cancer Card’s ‘Comfort Box’ and founder, Jen Hardy being awarded an MBE.
Our Approach
Developed a nationally targeted news release announcing Cancer Card founder, Jen Hardy, being awarded a Member of the Order of the British Empire (MBE) in the King’s Birthday Honours List 2023.
Strategically timed the issue of all media activity, with an embargoed release to ensure the news was front and centre amongst key media outlets once the King’s Birthday Honours List was revealed.
Developed a number of opinion pieces for Jen Hardy. These were carefully focused on highlighting the key challenges faced by those with a cancer diagnosis, Cancer Card’s story, the need for government support, and to position Jen as a leading voice amongst key target audiences.
Results
Secured several high profile media appearances for founder Jen Hardy, following her MBE award. This included an interview on Channel 4 Steph's Packed Lunch with her story being covered on the BBC, The Independent and The Evening Standard.
The announcement achieved a total of 127 pieces of coverage across the UK, with an audience of 392 million.
A 100% positive tone of voice was achieved across all publications.
Outcomes & Impact
500 new users of Cancer Card after broadcast appearances
A new partnership secured with Lloyds Bank and We Are Group, improving digital inclusion for people living with cancer.
Jen Hardy recognised as the winner of the Community Achievement award at the Scottish Women's Awards 2023, praised for her charitable work and dedication in helping those affected by cancer.
Increased brand reputation and awareness for Cancer Card has also greatly encouraged vital funding to further support services.
Client Feedback
"Perceptive carried out incredible work around my MBE announcement, and the positive media coverage has really helped us to build awareness and credibility as a brand. This has massively encouraged more support for us, our stakeholders, funders and donors.
"The Perceptive team has been incredible. I personally have learnt so much and the wider team at Cancer Card has too. I hope that we continue to grow and blossom and can't thank Perceptive enough for putting us on the stage for that."
Jen Hardy MBE, Founder of Cancer Card
