Helping Weston Park take cancer patients ‘Beyond the Treatment'

“It was really important that we achieved media backing for the launch of our new fundraising appeal, and we couldn’t have asked for more from the results of Capital B Media’s work.”
Catherine Rhone, Deputy Director, Weston Park Cancer Charity

  • the brief

    Weston Park Cancer Charity is one of only four dedicated cancer hospitals in England and provides cancer treatment services for patients across Sheffield, Rotherham, Barnsley, Doncaster, Worksop and Chesterfield.

    In April 2017, Weston Park Cancer Charity launched a new fundraising campaign to transform the wards of the hospital, providing modern lighting, furnishings, technology and entertainment facilities to help patients feel more comfortable and less isolated during their stay.

    With a target of raising £500,000, they needed help to ensure the ‘Beyond the Treatment’ media launch was as successful as it could be. 

  • the action

    With two days of work commissioned, we knew we had to make the most of the tools available to us.

    With the charity’s Patron Dame Jessica Ennis-Hill already confirmed as a supporter of the appeal, we set about putting together a press release that led on the Olympics star backing the campaign. We also interviewed a former patient, plus the daughter of another former patient, to create accompanying case studies that put humans at the heart of the story.

    We then focused our work around encouraging outlets to attend the media launch at the hospital, ensuring we were able to offer reporters exactly what they needed. 

  • the outcome

    The media launch event was attended by BBC Look North, ITV Calendar News, Hallam FM, Sheffield Live, the Sheffield Star and the Yorkshire Post, and the story was covered in over 45 online news outlets, as well as in print.

    With the Look North and Calendar broadcasts combined alone, the campaign launch was seen on television by more than a million people and it was the first time the charity had achieved TV coverage.

    Over two million social media impressions were achieved on the day of the launch.

    You can view Look North’s teatime broadcast of the launch here