SHINE
- SHINE Cancer Research UK
Night Time Walking Marathon
Maya Saab, Zoe Bowen - BRIEF
Shine’s Manchester Marathon has many benefits, not only those with cancer, but also to the organization Cancer Research UK and the marathon’s participants.
Promote the event using two different medias. - TARGET AUDIENCE
Shine is a family event. The people most likely to get involved are those who have had a family member with cancer. Therefore the 'prioritized' target audience are families who have been affected by cancer and have more concern about getting cancer themselves. However, with 1 out of 3 people getting cancer, it can affect every type of family. Therefore we are also targeting all families, regardless of whether they have personally been affected by cancer. - CREATIVE CONCEPT / STRATEGY
We used emotion to intensify our campaign by touching on the subject of children and family members. By using a direct question we force the interaction of the reader. We incorporated a teasing campaign of outdoor question marks to spark buzz and raise interest in the campaign. Then we supply the challenge, through the “prove it” posters that replace the original teasing question posters, to motivate the person to enroll in the event. We also created a kinetic viral to support the campaign online. In addition to that a direct mail invitation are tailored for our prioritized target audience. 
Idea Development
Teasing campaign; outdoor question marks posters
- Teaser's answer campaign replacing the old posters
- Direct mail invitation for people who have previously interacted with Cancer Research UK.
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