mela-mix – A Week of Engaging Content (Edition 34)

From charities to football associations, here are some of our favourite digital campaigns this week.

Just a tick to beat cancer sooner

Cancer Research UK has launched its ‘opt in’ marketing campaign ahead of 1 July 2017 when it will only contact supporters who have consented to receive information about future fundraising support. The campaign targets three different audiences; current supporters, asking them to take an action and ‘give us their tick’ if they would like to continue to hear from the charity; new supporters, asking them to opt in to at least one method of communication; and the general public, raising awareness of the fact the charity is becoming an opt in charity and the reasons why. Cancer Research UK may communicate with fewer people and fundraise less in the short term but in the long term the charity hopes this will lead to greater levels of engagement, loyalty and value.

The FA - For All

“For all” is a brand new purpose announced by the Football Association, expressing the body’s mission to support football for all people at all levels. The aim of the purpose is to inform of its work from grassroots level up to the 24 English national teams. The launch of “For all” consisted of two short films and a series of case studies encouraging a greater awareness of The FA’s role, particularly demonstrating its work with women and the disabled.


Under Armour has launched #ImPretty, a digital marketing campaign focusing on the impact of women through their careers and craft. An online campaign video was designed to challenge the idea of “just a pretty face” to see beyond how someone looks. The key message is that women are so much more – ‘pretty strong, smart, tough, bold and fierce’.

There we have just a small selection of what's caught our eye this week! If you think we've missed something or deserves a spot on a future edition of mela-mix, get in touch @melacymru.

Author : Mela

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