Bauer Media, JOE and The Hook partner with Stand Up To Cancer for 2019 campaign

Mark Johnson's picture
by Mark Johnson

Bauer Media, JOE and The Hook have been selected as media partners for this year’s Stand Up To Cancer, a joint fundraising campaign from Cancer Research UK and Channel 4 that raises money to develop cutting-edge treatments to help save lives.

Each partner will deliver engaging digital content designed to inspire their audiences to harness the relentless, unforgiving and unpredictable behaviour of cancer to beat it at its own game. 

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The partnerships will also help raise awareness of Stand Up To Cancer’s pivotal work among the three media outlet’s valuable audiences of highly-engaged young adults.

Old ‘skool’ gear

Bauer Media will see KISS go old skool for an entire day on 11 October with ‘KISS Stands Up To Cancer’ - giving listeners a non-stop day of KISSTORY, the UK’s biggest digital radio station. 

KISS presenters will urge audiences to fundraise by dressing up in their old skool 90s gear with promotion across radio, online and social video content.

Unpredictable sports

JOE will pit sporting greats Carl Frampton, Graeme Swann, Jon Walters and Chris Lloyd against each other in a series of unpredictable filmed challenges, including blind as a batsman cricket, slip and slide penalties and giant glove boxing.

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The activity will also feature a 24-hour 11 a side football match broadcast live on Periscope and Instagram Stories featuring familiar faces from JOE’s flagship shows.

Cancer stories

The Hook will tell the story of people affected by cancer who have achieved greatness in the face of their diagnosis through powerful and evocative mini documentary style videos. 

The social publisher will also broadcast a one-off Facebook Live event to its millions of followers, featuring performances from celebrities and influencers from the worlds of comedy, music and entertainment.

“For Stand Up To Cancer this year we are encouraging everyone to use cancer’s own attributes to beat it at its own game”, Simon Harrison, head of Stand Up To Cancer, said. 

“Whether it’s the relentlessness of a 24-hour football match or the unpredictability of a 90s outfit, these partnerships will bring this call to action to life and raise awareness of Stand Up To Cancer’s life-saving work. 

“Bauer Media, JOE and The Hook have all amassed huge audiences of young adults that trust them to provide content tailor-made to their interests. 

“We’re excited to be able to reach these communities in such a creative and engaging way. This is a brand new approach for us and one we are looking forward to seeing in action.”

Simon Kilby, chief revenue officer Bauer Media: “We’re proud to be working with Stand Up To Cancer to create bespoke digital-first content connecting with our highly-engaged youth audiences on a vitally important subject. 

“‘KISS Stands Up To Cancer’ will raise awareness amongst this digitally-savvy audience from an iconic brand they know and love.”

Andy Fidler, partner & co-founder at The Hook Group said: “We’ve all been affected by cancer in some way, shape or form, be it through family, friends, neighbours, colleagues or personally and it’s so important help raise as much awareness as possible for the incredible life-saving work carried out by campaigns like Stand Up To Cancer. 

“We’re honoured to be a part of this year’s campaign and support as much as we can.”

Hayley Bourne, head of brand partnerships at JOE Media said: “Cancer is something that affects so many people’s lives so everyone at JOE has been behind this campaign. 

“The Stand Up To Cancer mission will be pushed across all JOE platforms, it will be the first time we have cross-pollinated our sports channels and in particular the stars of our hit sports shows – across football, cricket and boxing. 

“During the campaign we are featuring something truly relentless, a 24-hour football match, where we will call on friends, family, talent and the whole JOE team to take part in and drive crucial support.”

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