Macmillan Cancer Support wanted to raise awareness and engage the public on the issue of isolation and loneliness for cancer sufferers, building on its ‘no one should face cancer alone’ tag line. In the past year more than 338,000 people in the UK have been diagnosed with cancer and a quarter of them will have no support from friends or family. The charity also wanted to increase engagement with its existing social media followers and grow its number of followers.
Tea & Cake PR was tasked with creating the charity’s first consumer PR stunt, which revolved around an ‘isolation box’ at Paddington Station in London. The box allowed people to see in but stopped the person inside from seeing out. More than 100 members of the public entered the box throughout the day. The campaign generated 52 pieces of media coverage in titles including the London Evening Standard, The Daily Telegraph and The Independent.
The stunt generated 1,332 social media posts and the charity gained around 1,000 new followers on Twitter, which was above average for a normal week. #PaddingtonBox and #NotAlone were trending on Twitter in London, with support from celebrities such as Stephen Fry. The charity is looking into recreating the isolation box for stunts around the UK.
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