Best of CASE Europe Region Award
 

Institution: University of Cambridge

Title of entry: Cambridge is Changing the Story of Cancer

About this entry: In 2024, the University of Cambridge launched Cambridge is Changing the Story of Cancer, in collaboration with Cambridge University Hospitals NHS Foundation Trust and the Cancer Research UK Cambridge Centre.

The campaign was part of the Office of External Affairs and Communications’ strategic focus on cancer. It was aimed at: positioning Cambridge research as ending death and disease caused by cancer; supporting philanthropic and fundraising goals for Cambridge Cancer Research Hospital; and reaching defined audiences using targeted communications activities aligned with key messages.

Throughout the course of the campaign, we published 30 news and features, plus three long-form films, including one about the planned cancer hospital voiced by actor and Cambridge alumnus Hugh Bonneville. Our media engagement led to packages on flagship BBC news programmes and a dedicated programme – including live broadcast – on our local BBC TV network, as well as coverage in mainstream national media. Our social media content was seen 2.5 million times, with 80,000 engagements, and #ChangingTheStoryOfCancer used 120 times on X. Our Development and Alumni Relations team hosted an alumni event on early cancer detection and prevention, and our Public Affairs team used our content to engage with national and local politicians, including in the new UK government.

When we launched our campaign, Cambridge Cancer Research Hospital was under review by the UK government, making it ever more important that we made the case for this transformative new hospital. In January 2025, the Hospital was given the green light for construction to proceed.