Case Study:

Charity starts at home

Transforming the brand strategy for a leading cancer charity ….

The issue

Our client, a seven-decade old charity, was eager to redefine its communications strategy, which had traditionally been focused on clinical research. They wanted to become more patient-centric in both their brand values and wider strategy. Our work was to help align with their strategic goal; placing patients’ practical needs at the heart of what really matters in conjunction with the need to provide information and advice.

What We did

To tackle this challenge, we brought together university researchers, charity leaders as well as key community partners to share their own perspectives. An innovative blend of qualitative tasks, quantitative deep dives, as well as detailed desk research were used to create a 360-degree exploration of the issues. We then used a day-long co-creative workshop to bring together the charity’s senior leadership team, an external communications delivery expert and our in-house insight experts to discuss the challenge and identify the strategic steps towards a patient-centric charity.

The outcome

This project allowed our client to re-fashion its heritage, not only as being clinically focused, but now as a people-centric charity, too. Our public sector experts recommended options beyond direct intervention, which included influencing and collaborating with other organisations, as well as strategic outputs for future projects.

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