brief
World Cancer Research Fund (WCRF) champions the latest and most authoritative scientific research on cancer prevention and survival. It has more than a decade’s worth of evidence on what causes and protects against cancer, and uses this to help people make informed lifestyle choices to reduce their cancer risk. The charity also publishes regular expert reports to share the findings of its work with a global audience of scientists, policy-makers and health professionals.
We partnered with WCRF in 2018 with the brief of finding more innovative and engaging ways to share their vital research with a larger audience.
action
We created two visually-appealing charity web design solutions to help WCRF share their cancer research information in an accessible and compelling way.
Firstly, we created a bespoke sub-site within the WCRF website to display the charity’s expert report to scientists and health professionals. Our WordPress web developers designed new templates to give content a fresh, modern feel, and created a navigation and structure which displays the information in different ways so people can explore according to their area of interest – either cancer causes, cancer types or WCRF’s cancer prevention recommendations. The full PDF report, as well as individual chapters and toolkits of relevant data and graphics, can also be downloaded.
Secondly, to educate the public about cancer risk, we created an interactive Cancer Health Check tool. It enables people to input personal data about their diet, physical activity and other factors to find out exactly how their lifestyle choices affect their cancer risk. Users can view their results online or in an email. They are encouraged to sign up to an email newsletter, to prolong the relationship between the charity and the user, and to help people keep health lifestyle choices at the forefront of their minds.
The innovative and personalised Cancer Health Check tool was designed using interactive wireframes and is available in three versions (US, UK and the Netherlands) with regionally-specific languages and measurements. It also allows WCRF to collect anonymous data, which deepens the charity’s knowledge of its audience and global cancer risks.
impact
In the two weeks following the launch of WCRF’s expert report sub-site and Cancer Health Check tool:
- They saw a 500% increase in web traffic
- The expert report pages had 62,000 visits
- The Cancer Health Check tool had 40,000 visits and more than 20,000 completions
- 1,250 Health Check tool users subscribed to WCRF’s mailing list
We are continuing our partnership with the WCRF, providing ongoing charity web management and support to keep their website fresh, up-to-date and functioning optimally.
