Cancer Research UK is launching a campaign urging people to ditch birthday presents and ask for charitable donations instead, as a way of boosting its life-saving work.
TDA has devised the strategy, which consists of an A5 insert for consumer press, including titles such as The Daily Telegraph, The Daily Mail, Woman and Home and Good Housekeeping.
The insert, designed to look like a birthday card, provides all the information required for people to set up a fundraising page at www.giveincelebration.org, which they can personalise by adding a message or photos. Through this bespoke website, people can then invite friends and family to donate to Cancer Research UK instead of giving presents for any special event, whether a birthday, wedding, christening or anniversary.
The theme is summed up in the insert’s key message: “Your birthday celebration could help someone survive cancer and be there for theirs.”
Cancer Research UK senior marketing manager Sarah Pickersgill said: “Birthdays, weddings and anniversaries are times for celebration and for giving presents, but they also provide an opportunity to do something generous and thoughtful at the same time – contributing to the fight against cancer. Give in Celebration provides the perfect alternative gift option and will help Cancer Research UK to continue its life-saving work.”
TDA senior account director Corinne Leloup added: “By setting up a Give in Celebration page, someone can do something really original and meaningful to make their special day count, and offer hope to people touched by cancer. We hope that this carefully designed insert will encourage more people to celebrate their next special occasion by requesting donations instead of gifts.”
