Delivering impact with a business charity partnership

8 October 2013

CANCER RESEARCH UK & NIVEA SUN

“THE SUN HAS GOT HIS HAT ON” – WORKING TOGETHER TO TACKLE SKIN CANCERCAROLINE CERNY AND EMMA HODGES

Skin Cancer in the UK

INCIDENCE OF MELANOMA HAS INCREASED MORE RAPIDLY THAN 10 MOST COMMON CANCERS– 5th most common cancer in UK– 12,818 new cases in UK in 2010– 2,203 people died in UK in 2010

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The majority of cases could be preventing by avoiding overexposure to UV

CRUK’s SunSmart

campaign since 2003

Building a partnership

STRONG HERITAGE OF WORKING TOGETHER + SHARED OBJECTIVES– Six year successful Race for Life partnership– Desire to educate public on sun safety and raise funds for

vital skin cancer research

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Partnership aims

– Increase funding for research through product sales– Encourage people to enjoy the sun safely

• Ensure they know what to do – shade, cover up and sunscreen (enough…)• Encourage them to do it!

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UK families were not using the recommended amount of sunscreen – 30ml per application

Balancing the messages

“ENJOY THE SUN SAFELY”

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Activating the partnership

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Activating the partnership

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Partnership impact – public health

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– Schools – reached c.559,500 primary school pupils in 2013– Experiential activity 2013 –

• 74% of people said they were more likely to spend time in the shade• 73% of people said they were more likely to cover up• 74% of people said they were more likely to use sunscreen

– Media campaign 2012 - (73%) remembered the core take out message of ‘use a combination of clothing, shade and sunscreen’.

Partnership impact – skin cancer research

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– Funded ground breaking research into the way that human skin cells change and develop into cancer

– Identified several potential new treatments.

Partnership impact – changing lives

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“We are very grateful to Nivea for their support of our programme, which is

making great strides to help large numbers of patients with a disfiguring and

dangerous cancer, which accounts for a quarter of skin cancer deaths. We also

assist in campaigns to prevent skin cancer, which is key due to the continuing rise in

our ageing population.” Professor Irene Leigh

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