For Young Lives vs Cancer, Covid-19 meant a perilous drop in donations and an urgent need to re-engage their supporters, despite being unable to connect with them in person.
They asked us to come up with a solution: despite the obvious challenges, we identified the pandemic-induced growth of online gaming as a huge opportunity; in particular, our research indicated that young people with cancer were particularly drawn to gaming as a result of lockdown.
Our #ChallengeImpossible campaign focused on gamers and streamers, with cancer and without, equipped them with a suite of fundraising tools, and empowered them to drive awareness and donations for Young Lives vs Cancer’s vital work.
We blended technology from Twitch and Tiltify to create a single integrated awareness-raising and donation pathway, which built on the spaces young gamers are already familiar with.
Our work delivered 2.4 million organic impressions, increased Young Lives vs Cancer’s social media engagement by 12% and contributed to c. £150,000 in new income to fund support for young people with cancer.