CRUK
CRUK: Transformational creative development for the UK’s largest charity
How we learned from the principles of person-centred therapy to supercharge our moderation around sensitive topics and unlock deep insights for Cancer Research UK – which led to a huge increase in consideration for legacy giving.
Challenge
Gifts in wills make up over a third of Cancer Research UK’s income.
This income protects future research and is vital to CRUK in its objective to beat cancer for future generations. Therefore driving Legacy consideration is a communication priority.
But it’s a culturally uncomfortable topic to discuss. Wills are surrounded by taboos, and most of the supporters who are likely to consider legacies to Cancer Research UK have personal experience with cancer, making it an especially sensitive topic to research.
Approach
We incorporated principles from person-centred therapy to create an interview environment where participants were able to share deep feelings and motivations.
Building in the 3 core principles of congruence, unconditional positive regard, and empathy we were able to navigate this emotionally charged conversation.
Despite a few tears, we reached deep and fundamental realisations around cancer experiences and reasons for support. Choosing to support Cancer Research UK can be a deed of defiance against cancer itself, and that Legacies are not an easy fit with this: they can feel remote and abstract.
Impact
We worked with CRUK, Atomic and Mediacom to develop the Pledge campaign – which resulted in a 1700% uplift in site traffic and an 85% increase in spontaneous consideration.
Our work uncovered a hugely motivating insight that by focusing on the act of Pledging, it shifts the focus of legacy giving away from a distant, morbid future, and towards the here and now. A legacy is something that happens after I die. A Pledge is something I can do Right Now, as a deed of defiance, to show that I’m standing up to cancer.
The campaign features real cancer patients, survivors and healthcare professionals, making a Pledge to keep fighting cancer for future generations. Especially for those with close personal experience of cancer, this feels empowering, motivating and relatable, and delivered transformational results.
This work was nominated for the MRS Jeremy Bullmore Award for Creative Development in 2019.
A legacy is something that happens after I die.
A Pledge is something I can do Right Now
“Basis’ work was invaluable in helping us arrive at the Pledge concept and shaping it as it developed, ensuring that the voice of our supporters was a key influence throughout.”
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