News & Opinion

Cancer Research UK partners with Trinity Mirror to highlight good news

Cancer Research UK and Trinity Mirror will be collaborating on a series of 'takeover' editions this February across the newspaper group's national and regional titles.

Beginning on 5 February, partnership content will be published every Monday in print, online and via social media, across the Daily Mirror, Daily Record and 15 regional titles – including the Newcastle Evening Chronicle and Manchester Evening News in Trinity Mirror's Big City Package.

The focus of the partnership will be sharing good news that highlights the progress research is making against cancer. Through the partnership, Cancer Research UK and Trinity Mirror want to demonstrate to readers that thanks to research, more people are surviving cancer than ever before. Each week there will be a different focus, including themes of early diagnosis, treatments and prevention.

Weekly in the Daily Mirror, readers will see the partnership take over regular pages such as Dr Miriam Stoppard and Dear Coleen, as well as a series of good news stories from patients and survivors. Page two will be dedicated to a full story on that week's theme.

For the Daily Mirror's launch issue on 5 February, editor-in-chief Lloyd Embley will pen a special letter about the partnership. Throughout every takeover edition, those affected by cancer will be sharing their good news moments. Regional titles will replicate the content, while including additional information and stats specific to their areas. Mondays will be the focus of the partnership, however content will also be in national titles on weekends.

Jo Cooke, director of brand, marketing and innovation at Cancer Research UK, said: "Through our partnership with Trinity Mirror we will reach millions with the message thanks to research, challenges are being overcome, better treatments are being developed and progress is being made.

"We want to share with readers the everyday good news moments that are happening across the UK to show the impact that research is having on people who have been affected by cancer. Over the last 40 years, Cancer Research UK has helped to double cancer survival in the UK. Today, two in four people survive their cancer for at least 10 years. It's our ambition to accelerate progress so that by 2034, three in four people will survive their cancer for at least 10 years. Readers will see that, by supporting us now, we can bring more good news to people and bring forward the day when all cancers are cured."

Lloyd Embley, editor-in-chief for Trinity Mirror, added: "This is a fantastic partnership. Millions of our readers across the UK will hear about the ground-breaking work Cancer Research UK is doing to beat cancer.

"Our readers are always interested in health stories and this partnership will give content which our audience will want to read alongside an important message. By also having the partnership featured in Trinity Mirror's local titles, our readers will have bespoke local articles relevant to them and where they live."

Cancer Research UK's partnership with Trinity Mirror is part of the charity's wider brand campaign currently being seen across TV, cinema, outdoor, digital and social media.

by Jessie Sampson 02/02/18

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