Sappi Ideas that Matter - Book 7

Europe
Sam’s Campaign
Samantha Dickson Brain Tumour Trust
The Samantha Dickson Brain Tumor Trust (SDBTT) is
the UK’s largest brain tumour charity. Set up after the
death of Samantha Dickson at 17 years old, it has just
celebrated its ten year anniversary (with the help of this
campaign). The trust has provided over £2 million in
funding for research into brain cancer and continues
to fund research and find treatments.
Brain cancer is known as the forgotten cancer. And
Chris Catchpole (art director, designer and writer on all
work) of catchpole&friends in London, England knew
that good advertising and PR could not only help raise
the profile of the charity but bring greater awareness
nationwide to their cause.
Also, as many of their long-standing patrons are very
well-known celebrities, he chose to run a follow-up
campaign using four of them showing their support.
The campaign was covered on national television
(Channel 4 and Meridian), in national magazines and
press, in numerous local magazines and regional
press, and on the radio (multiple interviews).
Around £2.1 million of media exposure and over £60,000
in donations have been generated by this campaign
to date.
He chose to dramatise many of the common symptoms
of brain tumours to educate people and give them some
idea of a checklist of things to look out for. One or two
symptoms together are not necessarily indicative of
a tumour. More than this and it is recommended that
a doctor is seen immediately.
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