International Nurses’ Day, celebrated on the 12th May this year seemed the perfect day to launch our brand-new stand-out campaign for Cure Leukaemia. ‘We Will’ is a new strategic positioning piece that takes Cure Leukaemia from a Birmingham based charity to a national audience, reflecting their UK wide coverage funding specialist research nurses.
Cure Leukaemia is a charity which funds research nurses at 12 blood cancer centres across the UK to form the TAP network (Trials Acceleration Programme). These nurses enable pioneering clinical trials for blood cancer to run, allowing patients the chance to access life-saving treatments. In 2019, they were awarded National charity status after taking over the TAP network from Blood Cancer UK (formerly Bloodwise).
Having worked with Cure Leukaemia for the past 18 months on rebranding and marketing support, we were asked to deliver a campaign that both celebrates and supports Cure Leukaemia nurses at a time when the NHS, health workers and Carers are very much at the front of everybody’s mind. The campaign needed to promote the importance of clinical trials and the work Cure Leukaemia are doing. Clinical trials are being discussed daily in relation to the COVID-19 crisis and we needed to highlight how the crisis could impact blood cancer patients if clinical trial networks such as the Trials Acceleration Programme (TAP) are not funded. The TAP is also running a COVID-19 clinical trial for patients with acute myeloid leukaemia and this trial simply would not be possible without the infrastructure of the nurses within the network.
From the very beginning of our relationship, Cure Leukaemia used the phrases “We will find a cure” and “We will cure leukaemia”. This positivity was so refreshing and inspiring to hear. Due to the current climate and the very nature of this campaign, it seems only too fitting to weave this positivity through the new messaging. Cure Leukaemia have a positivity that is infectious, they also have an unwavering determination that they will cure blood cancer.
‘We Will’ forms the core campaign ‘theme’ and sits perfectly alongside Cure Leukaemia, providing reasoning and motive for the whole campaign.
Typeface
We chose very distinctive typography that gave a stand-out, cohesive feel across all collateral.
It was important to have a typeface that gave a ‘handwritten’ feel, providing an honest, ‘real’ feel to the brand.
OWB created a ‘3 + 3 Creative Formula’ for the campaign to provide consistency across collateral, featuring 3 three key elements with 3 supporting elements.
The 3 key elements are: The Problem, The Solution, The Goal
The 3 supporting elements are: Visual Aids, Brand Devices, Information
Messaging
There were 3 main messages for the launch campaign. Creative features real Cure Leukaemia nurses, real patients and visibly demonstrates the national coverage, whilst indicating the need for more.
Static Social Media Asset Style
Animated social asset style
Whilst the ‘We Will’ campaign was initially launched for International Nurses’ Day, it was also designed so the versatile nature of the message enabled us to develop the theme across the whole Cure Leukaemia brand and continue the campaign well into the year.
We’ve already had some fantastic support from some powerful influencers on social media.
See the tweet from Andy Street, Mayor of West Midlands.
