Penny Brohn is a vital Bristol-based charity that offers free integrative support to people with cancer and their families. The charity approached us to help articulate its core message properly and create a corresponding campaign to raise awareness and kick start its journey to becoming recognised as one of Bristol’s leading institutions alongside Aardman, St Peter’s Hospice and Aerospace.
Following workshops with key stakeholders and our own broader research, we recognised the need to promote Penny Brohn’s free services to the widest possible demographic.
The campaign needed to articulate itself through digital and print marketing and traditional word of mouth via the professionals (oncologists, doctors, nurses) that potential clients would meet. It was, therefore, vital that everyone could use our proposition in everyday life.
Amplifying Penny Brohn’s core proposition, we created the ambitious ‘More than medicine’ brand messaging, which also formed the spine of the brand awareness campaign. The long-term project follows three distinct phases designed to adapt and grow in ambition as the project gathers pace.
Hospital rooms can be dehumanising, so we wanted to focus on how Penny Brohn can help – providing everyday tools to allow the strength of mind to have a minor point of calm within the chaos and forget their troubles, if only for a second or two.
Evolving from our core proposition is an awareness campaign that presents a positive and uplifting message about how Penny Brohn can empower and support people to keep doing the things they love for as long and as well as they can with cancer.
Using real-life case studies as inspiration, we settled on a series of gentle vignettes that worked on a sliding scale of ability depending on the nature of the illness – a small bike ride, baking a cake, a spot of car mechanics, giving the grandchildren a hug.
Following the campaign launch, Penny Brohn reached more people than ever before, with a 14% increase in new clients and a 21% increase in clients attending community outreach programmes.
Following a pilot scheme in crucial out of home locations, phase 2 will feature a more extensive rollout that will embed the campaign into key Bristol events, pushing the eye-catching narratives to a wider Bristol and eventually national audience.
If you would like to support Penny Brohn’s fantastic work, please visit Penny Brohn UK