delivering impact with a business-charity partnership - cancer research and nivea
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Cancer Research UK and Nivea Sun, Emma Hodges, Business Development Manager and Caroline Cerny, Senior Health Campaigns Manager, Cancer Research UK Developing a partnership Skin cancer is now the 5th most common cancer in the UK and is the fastest growing cancer of recent years. Up to 80% of all skin cancer cases are avoidable. Cancer Research UK identified a need to improve education amongst the public on being safe in the sun to impact these rates. Cancer Research UK and Nivea had a long standing partnership as part of Cancer Research’s ‘Race for Life’ event, which had benefitted the brand by increasing its awareness amongst participants by 30%. There was a desire to expand this partnership and the link with Nivea sun and a campaign about being safe in the sun was obvious, but understandably Nivea was nervous about having its brand associated with skin cancer. So the challenge was set to create a campaign which educated the public to encourage them to wear enough sun cream, to wear a hat and to sit in the shade, without damaging the reputation of Nivea. Aims and impacts: The aims for the partnership were set out at the beginning and included: Fundraising through sales of Nivea Sun Engaging and educating the public from early age Educating the public with a clear health message about wearing more sun cream Outputs and outcomes created included: Money raised funded ground breaking research which has identified possible new treatments Educating c.559,500 primary school pupils which will hopefully lower cases of skin cancer in the future 73% awareness of the core messages of the campaign and change in consumer behaviour It will take time to tell whether these outputs and outcomes impact the number of cases of skin cancer in the UK.TRANSCRIPT
Delivering impact with a business charity partnership
8 October 2013
CANCER RESEARCH UK & NIVEA SUN
“THE SUN HAS GOT HIS HAT ON” – WORKING TOGETHER TO TACKLE SKIN CANCERCAROLINE CERNY AND EMMA HODGES
Skin Cancer in the UK
INCIDENCE OF MELANOMA HAS INCREASED MORE RAPIDLY THAN 10 MOST COMMON CANCERS– 5th most common cancer in UK– 12,818 new cases in UK in 2010– 2,203 people died in UK in 2010
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The majority of cases could be preventing by avoiding overexposure to UV
CRUK’s SunSmart
campaign since 2003
Building a partnership
STRONG HERITAGE OF WORKING TOGETHER + SHARED OBJECTIVES– Six year successful Race for Life partnership– Desire to educate public on sun safety and raise funds for
vital skin cancer research
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Partnership aims
– Increase funding for research through product sales– Encourage people to enjoy the sun safely
• Ensure they know what to do – shade, cover up and sunscreen (enough…)• Encourage them to do it!
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UK families were not using the recommended amount of sunscreen – 30ml per application
Balancing the messages
“ENJOY THE SUN SAFELY”
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Activating the partnership
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Activating the partnership
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Partnership impact – public health
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– Schools – reached c.559,500 primary school pupils in 2013– Experiential activity 2013 –
• 74% of people said they were more likely to spend time in the shade• 73% of people said they were more likely to cover up• 74% of people said they were more likely to use sunscreen
– Media campaign 2012 - (73%) remembered the core take out message of ‘use a combination of clothing, shade and sunscreen’.
Partnership impact – skin cancer research
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– Funded ground breaking research into the way that human skin cells change and develop into cancer
– Identified several potential new treatments.
Partnership impact – changing lives
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“We are very grateful to Nivea for their support of our programme, which is
making great strides to help large numbers of patients with a disfiguring and
dangerous cancer, which accounts for a quarter of skin cancer deaths. We also
assist in campaigns to prevent skin cancer, which is key due to the continuing rise in
our ageing population.” Professor Irene Leigh
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