Cancer Research UK

Client: Cancer Research UK – Impact Communications Strategy


Every two minutes in the UK, a person is diagnosed with cancer. The odds of getting cancer at some point in our lives are one in three. Thanks to scientific research, cancer survival rates have doubled since 1970.

Cancer Research UK’s work aims to save lives, add years, make treatments kinder; also to inform, prevent and to expel fear and to cure. It is the only cancer charity in the UK that fights all 200 types of cancer – including the one that matters most to you.

With a strong history, multiple avenues of work and hundreds of thousands of stories to tell, Cancer Research UK asked Skating Panda to develop a plan to help the organisation communicate its impact, with maximum impact. The framework was developed to support organisational business objectives and align with pre-existing strategies.

Scope of work

Working closely with Cancer Research UK, Skating Panda secured agreement on a common definition of ‘impact communications’. We developed a clear vision and strategy which could be integrated into the existing marketing function and form a cornerstone of communications principles for Cancer Research UK.  This included consideration of audiences, calls to action, asset review, structure and resourcing as well as creative development.


Cancer Research UK speaks to a range of audiences including cancer patients and survivors, their families and friends, and the wider public for whom cancer is a number one fear. Scientific and health sector professionals, political leaders, corporate partners, staff and volunteers are also important stakeholder audiences. Cancer Research UK is now well placed to communicate with each key audience about its impact.

The principles and impact communications strategy developed by Skating Panda have informed communications across the charity, creating a joined up communications model, focused on delivering impact in support of key strategies for Cancer Research UK.