Blood Cancer UK Launches 'We Know What It Takes' Shaped by Lived Experience

Blood Cancer UK, the national charity dedicated to beating blood cancer, is marking Blood Cancer Awareness Month with a campaign shaped by people affected by blood cancer. The integrated campaign ‘We Know What It Takes’ was developed by McCann Birmingham, with media planned and bought by JAA Media, and highlights the realities of being diagnosed with the UK’s fifth most common cancer.

The campaign centres on four individuals who have all been diagnosed with different types of blood cancer, including leukaemia and myeloma. As well as being included in the creative, their stories will be shared on social media channels and the Blood Cancer UK website.

Matthew White, director of engagement at Blood Cancer UK said, “At Blood Cancer UK we’re determined to be the generation that beats blood cancer. But to do this we need to raise awareness, both of blood cancer itself and of the work we do. We couldn’t be more excited to be working with McCann Birmingham and JAA Media to raise awareness of the reality too many people affected by blood cancer face.”

​Jo Jacques, managing director, advertising at McCann Birmingham said, “Blood Cancer UK is an important charity for so many people, and we’re thrilled to partner with them and help them achieve their ambitions.”

Jonathan Newton, chief client officer at JAA said, “Blood Cancer UK does incredible work in raising awareness and funding vital research, and we’re proud to support them in such an important mission. Winning this pitch is a testament to our team’s passion for purposeful campaigns.”

The integrated campaign runs across OOH, digital and print channels, spanning owned, earned and paid media. Both agencies were appointed following a competitive pitch.