Equator brings to life online experience for Scottish cancer charity

Charlie Spargo's picture
by Charlie Spargo

Digital transformation agency Equator has partnered with Beatson Cancer Charity (BCC) to create the 'My Light' digital service - designed to provide personalised and practical information for patients.

The London- and Glasgow-based agency was commissioned to create the service and transform BCC's online experience in remembrance of Eilidh McHugh, who died from a rare, incurable and untreatable strain of cancer in March 2017 aged just 22.

The platform is now more important than ever since vulnerable and often immunocompromised patients are less able to visit hospital due to lockdown and coronavirus.

Equator started work in summer, with the brief from BCC saying they needed greater automation and integration. It saw a total digital transformation including refreshed branding - and the resulting solution, 'My Light', a powerful digital engagement service. Equator has also overhauled user experience, both for those donating to the charity and for those working at the company, involving back-end integrations with their CRM.

Jamie Jefferson, Co-founder and Creative Director at Equator, said: “It has been an honour to work alongside Beatson Cancer Charity and the McHugh family on this unique project. The team have enjoyed bringing to life a new digital, patient services experience that seamlessly connects and transforms the Beatson Cancer Charity online experience. It is just the beginning of the road for this digital platform which will make a huge difference to cancer patients and their families for years to come.”

Martin Cawley, CEO at BCC, added: “We have relished the advice and guidance since appointment of Equator. Using our initial user research, we identified the need to help patients suffering from cancer to easily find the more relevant content based on their personal experience.

"Everyone at Beatson Cancer Charity is immensely proud of this new digital experience - it looks great and we have received lots of complimentary feedback already, and more importantly have seen an increase in our donations since it went live. We are delighted that it is now available to help more cancer patients throughout Scotland.”