World Cancer Research Fund UK: Attractive to Cancer

World Cancer Research Fund International (WCRF), a cancer charity, jolted people in the UK out of the apathy and cynicism associated with healthy eating by showing them how having a bad diet can be a cancer risk.

Campaign details

Agency: Arthur London

Raise awareness of WCRF's cancer prevention recommendations by driving people to an online assessment and risk reduction tool.

Strategy

Smoking excepted, developing cancer is largely put down to bad luck or bad genes. WCRF UK needed to jolt people out of the apathy and cynicism associated with healthy eating and drinking by asking if they realised they were making it easier for cancer to attack them.

The campaign aimed to raise awareness and change behaviour based on the results of the charity's latest research into the effect of diet on cancer risk. The approach...

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