Next Project
We created a social campaign that drove donations for Stand Up To Cancer by making the 2025 Live Show a culturally unmissable moment that cuts through the Christmas noise with comedy, defiance, and urgency.
Our audience were part of the Channel 4 generation. People who grew up quoting Super Hans, cringing at Jay, and watching chaos unfold in Shipwrecked, Big Brother, and Kavos Weekender. They know what funny looks like, but they also know what cancer looks like. At 35+, life feels much more real. And cancer is no longer abstract. It’s hit home. They've lost people. Some have had it themselves. They’ve laughed in hospital waiting rooms and made jokes at funerals. Not because it’s funny, but because it helps.
SU2C has always been bold, sharp, and irreverent. And audiences love it because of this.
Roughly 1 in 2 people in the UK are expected to get cancer in their lifetime. By the time you’re 35+, you’ve stopped being surprised by cancer. It’s not if, it’s often when. Your family. Your friends. Your colleagues. Yourself.
We didn’t need to create an awareness campaign. We needed to give people a reason to fight. A reason to believe that their money, their moment, their laughter can actually shift something.
We decided we were going to LAUGH IN THE FACE OF CANCER.
Not because it was funny. But because it felt terrifying. Because crying isn’t the only reaction. Sometimes you need to swear, shout, or laugh so hard it hurts. Because cancer has taken enough, our fear, our family, our time. It doesn’t get our silence too.
We wanted our audience to feel motivated to donate during the SU2C live show by creating punchy content for social and digital that uses humour to turn passive watching into active giving. We developed three executions to run at different beats in the SU2C production timeline – pre-show, during show, and post-show.
Across three shoot days, we worked with 10 celebrities and comedians to create 60 assets and over 200 resizes that ran across the SU2C socials, DRTV, display, and national radio.
We told jokes in exchange for donations, gently highlighted the excuses people make for not prioritising cancer screenings, and showcased the efforts of the entire SU2C team.
