Cancer Research UK Appoints Born Social as Agency of Record

Born Social, the full-service social media agency, has been appointed by Cancer Research UK, the world's leading cancer charity, to support their social strategy and marketing across all platforms. The charity has an in-house team, and the agency will augment this with their breadth of strategic and creative services.

The social experts have been briefed to support the social communications across all of the charity’s channels for The Great Celebrity Bake Off for Stand Up To Cancer (SU2C). Cancer Research UK will leverage the agency’s expertise in creating relatable and impactful content with Born Social’s rapid response Newsroom offering, which launched last year. 

As part of this appointment, the agency has also been charged with driving a new initiative aimed at increasing shop footfall by targeting on TikTok a young audience with a thrift mindset. Cancer Research UK has over 550 shops across the UK, including high street shops, superstores and premium stores, and the creative highlights how choosing pre-loved is an ethical shopping alternative to buying new.

Athar Abidi, head of social at Cancer Research UK, said, "At Cancer Research UK we have a lot to talk about, from the life-saving research of our scientists, to our supporter fundraising, through to our shops and marketplaces. We also have lots of different audiences to engage. Born Social has the creativity and social expertise to make reactive, trend-led content which will help us reach a new generation of supporters. We’re excited to collaborate with Born Social to foster greater awareness and support for our work so that more people can lead longer, better lives free from the fear of cancer."

Ben Tyson, CEO at Born Social added, "At no time has cancer been on the nation’s mind more. We are honoured to work with Cancer Research UK to help fulfil the potential of social media to be a force for good and raise awareness of the life-saving impact of the charity’s work and research. We can’t wait to get started on this shared commitment to creating a positive change for such a well-established charity in the UK.” 

Born Social is part of the industry-leading Croud Group, which also includes global full-service digital agency, Croud, and luxury performance specialists, VERB Brands.