Campaign Media Awards: Media Partnerships

It took a team of media partners to help Cancer Research UK create and run its campaign featuring a first-of-its-kind live TV ad, but the resulting activity had the biggest impact to date, and won the Media Partnerships category at the Campaign Media Awards 2018.

Campaign Media Awards: Media Partnerships

Winner

Live from Inside the Human Body

Cancer Research UK, MediaCom and Anomaly


Cancer Research UK’s 20-year ambition is for three-quarters of cancer sufferers to survive the disease for at least 10 years. It wanted to demonstrate how much work has been done thus far in helping to beat the disease.

The charity’s campaign centred on a live TV ad broadcast from an operating theatre, which presented challenging logistics. CRUK partnered Channel 4 to televise the spot – featuring a live colonoscopy – with support from other partners including Clearcast, Anomaly and Cardiff and Vale University Hospital.

Channel 4 drove awareness of the TV ad by broadcasting 10-second teasers in the week before the live event across some of its biggest shows, including 24 Hours in A&E. The ad was also streamed on Facebook Live, before a cancer specialist took over the broadcast to answer viewers’ questions.The ad was then made available across Channel 4’s social-media accounts.

CRUK says the ad became the most impactful UK cancer ad to date, resulting in a 30% increase in online visits to the fundraising pages on its website. There was also a 30% uplift in calls to the NHS bowel cancer helpline.

Media director: Tracy Jeffrey

Senior planner/strategist: Tom Planer/Elena Redden

SHORTLIST

Superhumans Wanted for C4


Channel 4


Client company: Mars
Brand: Maltesers and more
than 90 other clients/brands

Camelot: #iamTeamGB


Vizeum UK


Client company: Camelot
Brand: The National Lottery
Media agency: Vizeum
Media director: Toby Foy
Senior planner/strategist: Anna Palmer
Media/brand manager: Adam Chataway

Greene King's Summer of Sound 2017 on Radio X

Global, The Media & Entertainment Group

Client company:
Greene King Pub Co.
Brand: Radio X beer – Amplified
Creative agency: Global,
The Media & Entertainment Group
Media/brand manager: 
Sue Thomas-Taylor, marketing
director, Greene King Pub Co
Kiran Crawford, brand controller – premium, London & Metropolitan,
Greene King Pub Co

MG OMD and Age UK - Old People's Home for 4 Year Olds


Manning Gottlieb OMD

Client company: Age UK
Brand: Age UK
Media agency: Manning Gottlieb OMD
Media partners: Channel 4, CPL
Creative agency: Drum

Giving Movember its mojo back



Sky Media

Getting Gogglebox Animated about Sainsbury’s Christmas Food

PHD

Client company: Sainsbury's
Brand: Sainsbury's
Media agency: PHD
Media directors:
Becci Dive and Lucy Brown
Senior planner/strategist:
Michael Florence
Creative agency: Abbott Mead Vickers BBDO, Passion
Media/brand manager: Poppy Shoute

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