Upgrade to Chrome Upgrade to Firefox Upgrade to Internet Explorer Upgrade to Safari
Public Relations

Cancer Research Wales ‘Fifty for Fifty’

The challenge:

Cancer Research Wales (CRW) funds some of the most innovative developments in cancer treatment, early diagnosis and cure anywhere in the world.

To mark the charity’s 50th anniversary, a series of celebratory and fundraising events were planned.

Effective created a specific 50th anniversary campaign. Key objectives were:

  • Raise awareness of CRW’s major anniversary
  • Raise the profile of CRW as an independent, Welsh charity
  • Create and promote a branded anniversary fundraising theme
  • Encourage individuals, businesses and organisations across Wales to engage with a specific anniversary fundraising drive

The campaign:

Effective devised the campaign ‘Fifty for Fifty’ – broad enough to target individuals, current supporters, new supporters plus businesses. Essentially, people were asked to do 50 things to reflect the 50th anniversary – bake and sell 50 cakes, cycle 50 miles, swim 50 lengths or something similar.

Effective supported CRW with its 50th anniversary symposium, advising on the planning and timing of the announcement, and embargoing press releases with a focus on gaining broadcast media coverage.

Effective also sourced bilingual scientific experts and patients for potential interviews surrounding the impact of the research grants.

A range of patrons/celebrity supporters were considered to highlight the campaign and increase awareness to be approached.

The outcome:

We achieved 63 pieces of individual coverage including features in the Western Mail, Wales Online, South Wales Echo, ITV and BBC. We also secured Welsh language coverage in print and on BBC Radio Cymru and Newyddion. The campaign reached millions of people across Wales and beyond.


pieces of online and print coverage