When the Stand Up To Cancer campaign made its UK debut back in 2012, the live Friday night extravaganza on Channel 4 became the most successful commercial television charity fundraiser in the nation’s history. Hugely popular stateside, Stand Up To Cancer set a precedent in the first year of its transatlantic incarnation – meaning that when it returned for 2014, expectations were high. So to help build on anticipation, engagement and support around the campaign, Redweb client Cancer Research UK wanted a responsive holding page in the build-up to the main event. The intention was to pique the interest of the public and, in particular, organisations and celebrities that could lend their weight to making the second UK Stand Up To Cancer an equally roaring success. Here’s how we set about achieving the goals of that brief…
The main objective of this project was to drum up enthusiasm, rather than the typical core KPI of driving donations (although we did integrate a donations channel into the page). To achieve this, CRUK and Channel 4 – both of which feature on Redweb’s roster of clients – wanted a design that would be as strong and confident as Stand Up To Cancer’s attitude. So we brought the stars to the fore of a striking design – from British names like Davina McCall and Alan Carr, to the Hollywood glitterati who helm the event in the US. To drive home the difference the campaign can make, we flanked this imagery with salient information about the campaign’s goals and how both celebs and us every day folk could get involved. This included the integration of social media content – showing the groundswell of support from the general public, and incorporating streams from participating celebs’ profiles.
Stand Up To Cancer is a bold, global brand that’s earned hundreds of millions of dollars in donations since it was established by the Entertainment Industry Foundation (EIF) in America back in 2008. We took that striking aesthetic and got to work on maximising its impact. The result was a compelling, bright design that complemented the campaign’s confident, forthright messaging that’s aimed at a younger demographic. The client wanted something ‘in your face’, and that’s exactly what we gave them – using the strong colour palette and large font to create a different take on the brand, while still being very recognisable.
If you design it well, you can do an awful lot with a single page. That’s why our solution followed a narrative as users scrolled through content, stacking neatly when the responsive design squeezed down to smartphone screen sizes. We started with a space to concisely ‘sell’ the campaign’s aims, moving through to details about the upcoming TV event, and then on to advice and information about how users could get involved. It was important that people could quickly gain a holistic understanding of the campaign by flitting through clear, visually engaging snippets of content. Our approach to breaking up these ‘bite-sized’ chunks of information meant the page could grab and retain the attention of anyone – from fundraisers who could chip in with contributions, to the stars who could help make the event a success.
We used a parallax effect to give the page more of a dynamic feel and heighten its impact – making it seem like parts of it moved at different ‘speeds’ as users progressed through content. This made for more engaging experiences as they scrolled through the page – providing ample space for different snippets of content, and helping users to easily, quickly get a concise overview of the campaign as a whole. Cancer Research UK’s analytics showed it was an approach that worked, with an average viewing duration that was well above the norm.
This project was all about getting the best results by putting considered thought into visual designs and understanding how audiences engage and empathise with charity campaigns. It was also a great example of how Redweb regularly collaborates with multiple parties to get the very best results. At the outset, we produced an HTML prototype for the campaign and then tweaked our approach with Cancer Research UK, Channel 4 and the EIF. The resulting page – built in-house by Cancer Research UK’s team based on our designs – did exactly what the brief requested, and helped generate initial interest in a highly successful campaign. Its long average visit duration and proportion of repeat visits shows that, in a single month, the Stand Up To Cancer holding page made exactly the right impact.
Average viewing time
Unique visits in just one month