There are more cancer survivors being made every day. But not for all cancers. Survival rates vary from 99% for some cancers like breast or testicular, to just 8%, 15% or 24% for others like pancreatic, lung or oesophageal.

Breakthrough Cancer Research are Ireland’s leading cancer research organisation - specialising in finding new treatments for poor prognosis cancers and funding the research to find new treatments to achieve 100% survival for 100% of cancers. We needed to create a new, attention-grabbing way to show the good they do and the hope they create every day.

The Shop That Nearly Wasn’t, the World’s First Shop 100% Stocked and Staffed by Cancer Survivors opened on World Cancer Day online at shopthatnearlywasnt.ie and in Temple Bar, Dublin. Stocked with books, jewellery, art and tech it was a showcase for the lives and talent we would have lost, if not for cancer research.

However one part of the shop remained empty - with blank and black canvases on the wall. The design, part showcase for creative talent and part empty space, served to highlight the fact that more funding and research is needed in order to help more people with cancers like pancreatic and lung with survival rates as low as 9% or 14% survive - sooner.

Objectives

1.         The primary aim was to show the power of research to change the future for the better.  We needed an activation that was a positive celebration of what has been achieved and a call to action for more research for the cancers left behind – those with low survival rates.

2.         We also needed to raise brand awareness, to raise the profile of Breakthrough Cancer Research nationally through an engaging and impactful campaign, and to engage a new younger audience.

3.         Highlight the urgent need for greater investment in cancer research.

4.         Create an experience that would resonate with and engage cancer survivors and people connected to those affected by cancer.

5.         Celebrate the varied contribution cancer survivors make to society,

The aim of ‘The Shop that Nearly Wasn’t’ was to showcase the creative contribution cancer survivors make and to raise awareness for more investment in cancer research, to make more survivors. We put a call out nationally and regionally to find cancer survivors who were also creators, and when they responded, we invited them to showcase their work in the shop.

Getting celebrity endorsement was key to extending the reach of the campaign, so we researched and reached out to as many celebrity survivors as possible.  The initiative was supported by Michael Flatley; Senator David Norris; author and journalist, Emily Hourican; RTE Supergarden winner Grainne Walsh, film and television director Stephen Bradley; award-winning children’s book author and illustrator Peter Donnelly; milliner to the stars Sarah McGahon; and rugby legend, Tony Ward; all of whom donated products or lent their talents and time to the initiative.

Impactful stories and creative assets were developed for each cancer survivor so we could share their journey and promote their products.  A ‘before and after’ photoshoot showcased how far they have come.  This photo series was shot  by photographer and melanoma survivor Kevin Griffin.  Video interviews where survivors got to tell their story and what survival meant to them were screened in the shop and on social media were also created.

Aswell as showcasing products that could not have existed were it not for their creator surviving cancer, we also created bespoke products by partnering cancer survivors and makers together:

- The youngest contributor to respond was 10 year old Lily Burke from Cork, who we partnered with illustrator, Peter Donnelly, to design unique tote bags for the Shop.

- Graphic designer and cancer survivor Kay McKeon partnered with Hairy Baby tshirts to create a t-shirt design for The T-Shirt That Nearly Wasn't.

In order to repeat visits and social sharing, we developed an exciting events series throughout the week, all hosted by cancer survivors.

The events were free in lieu of donations. They included The Talk That Nearly Wasn't with Senator David Norris; The Yoga Class That Nearly Wasn't, The Flower-Arranging Class That Nearly Wasn't, a writer conversation with author, Emily Hourican and journalist, Aoife Barry of TheJournal.ie; a Six Nations Preview with rugby legend, Tony Ward and broadcaster Matt Cooper; a yoga class; artist talk,  children’s book reading and more.

Results

In the first week alone thousands visited the shop, travelling from all over Ireland and the U.K.

Engagement on Breakthrough Cancer Research’s social media pages increased by 1200%.  It had a reach of more than 2.5 million within the first 2 weeks.

Website visits were up by 297% , with 67.5k engagements in the first month, up 10,500% and a reach of 1.9m.

Calls and email enquiries to Breakthrough Cancer Research increased by 125%.

The shop is still live online and purchases are continuing.

- Total Budget including media, PR, shop build and all creative assets - just €75,000

●      Total campaign reach value €3.18million (TV, radio, print, online)

●      1.5 million online coverage views.

●      Nearly 3000 social shares of online coverage

Breakthrough Cancer Research is working with cancer research organisations around the world to open The Shop That Nearly Wasn't in global locations in 2021.