Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

Cancer Research UK – CRUK We Will

Cancer Research UK partnered with The Telegraph to deliver inspirational content to make people think more positively about CRUK and drive involvement and donations.

One in two people now survive cancer – that's big news and real proof that Cancer Research UK (CRUK) is succeeding in the fight against cancer. Cancer Research UK's ambition is to make this three in four within 20 years. CRUK no longer just believe cancer can be beaten; they are now certain cancer will be beaten.

The mission of this campaign was to convince people that the battle against cancer is not hopeless, with the vision that the proof of progress would inspire participation in fundraising events and drive donations. The objective was to launch this new positive message and give it fame and stature.

To do this CRUK partnered with The Telegraph to create a wide range of content – including an online hub and sponsored editorial in the paper – as well as a 'Super Sunday' hijack of the Sunday Telegraph consisting of display, advertorials, a cross platform presence and a mention in the editor's contents page.

Key findings:

  • 73% of Sunday Telegraph readers recall seeing the campaign, much higher than the TMG benchmark of 43%
  • 83% recalled that Cancer Research UK was the charity associated with the campaign – nearly double the TMG benchmark of 45%
  • Those who read the features felt 30% more positive about CRUK
  • Those who read the features were 27% more likely to get involved with CRUK in the future
  • Four in 10 had done or intended to take some kind of action after seeing the campaign

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