A multi-channel campaign to raise awareness and engagement

North West Cancer Research is a regional charity covering the north west of England and North Wales. They approached BIG to create a campaign to raise awareness of head and neck cancer (HANC) as rates in this region are three times higher than the UK national average.

The campaign also needed to raise the profile of the charity and encourage donations for local cancer research.

With HANC more prevalent in men, we created the #SpeakOut campaign, centred around a piece of engaging video content, which featured a range of celebrity ambassadors, including BBC radio presenter Mark Radcliffe, himself a HANC survivor.

This video was shared across multiple channels and supported our media relations campaign which generated national and local media coverage, as well as our social campaign targeted directly out our campaign audience.

Following the campaign, we received a letter from the wife of a man who had his symptoms checked after hearing Mark’s interview, and is now on the road to making a full recovery following the removal of a tumour – making this a truly life-saving campaign.


234 million

Opportunities to see.


Life saved.


Increase in online donations.

Don't take our word for it:
"The reception from the public for the #SpeakOut campaign was overwhelmingly positive and welcoming. We have never really had celebrity endorsements for the charity and BIG developed a vehicle which allowed us to approach and engage with regional celebrities, whose involvement supercharged the campaign. All campaign targets were exceeded, and we were delighted with the success. Overall, the campaign was a great step forwards for NWCR as a charity and a fun way of making people aware of a serious issue."

Alastair Richards, CEO, North West Cancer Research