Realigning and integrating fundraising messages for the Institute of Cancer Research.

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One of the world’s most successful cancer research institutes, partnering with the Royal Marsden hospital to deliver ‘bench to bedside’ treatments, the Institute of Cancer Research has a powerful scientific pedigree. But a disconnect between its research and fundraising activities created confusion, missing a powerful opportunity to differentiate from traditional cancer charities.

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Kate worked with the Director of Development to hone a narrative framework that placed the ICR’s world leading science at the heart of the brand, summed up in a new strapline of ‘making the discoveries that defeat cancer’.

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Clear, impactful messages provided the foundation for an integrated communications approach across media, digital and marketing channels. The new focus enabled comms teams to redirect resources towards activities that supported the narrative, including a partnership with BBC Horizon around personalised medicine. 

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The broadcast and supporting messaging were used as a catalyst to launch a £30m capital appeal.

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More case studies

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• Developing a new brand framework for the Natural History Museum to support a major re-launch and re-positioning.

• Communicating a major transformational change programme for the General Medical Council.