Bowel Cancer UK Cake Banner Image

Bowel Cancer UK


MEDIA RELATIONS

Bowel Cancer UK is the UK’s leading bowel cancer research charity. It supports and enables research to educate patients, public and professionals about bowel cancer and campaign for early diagnosis and best treatment and care for all those affected.

It champions early diagnosis of bowel cancer and improves access to best treatment and care. Getting the word out about the prevention and recognition of the disease is a key element in the charity's bid to save lives.

And that’s where LEWIS was able to help.

LEWIS works closely with the marketing and communications team at Bowel Cancer UK to plan and execute on the media relations of their major campaigns. 

Strategy

To raise funds during Bowel Cancer Awareness Month (every April) and to coincide with the launch of its new branding, Bowel Cancer UK launched its ‘Be a Star, Bake a Cake’ campaign. The campaign invited the public to hold a cake sale at home or a bake off at work and invite friends, family and colleagues to sample the delicious treats in exchange for a charitable donation.

The campaign garnered high-profile celebrity chef support in the form of recipes, from Gennaro Contaldo, Tom Aikens, Rick Stein, the Hairy Bikers, Mark Greenaway, Madeline Shaw, and many more.

Execution

Celebrity recipes were placed as exclusives with national press. In addition, the team worked on placing health stories that would support the campaign and share critical information.  

Results
 

During Bowel Cancer Awareness Month, there were 145 pieces of Bowel Cancer Awareness Month coverage. Total circulation exceeded 13.5 million, and coverage included The Sunday Times, The Independent, The New Day and Fabulous Magazine.  

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