Blood Cancer UK

We Know What it Takes

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Overview

Making a hidden cancer harder to ignore

After winning Blood Cancer UK in a competitive pitch in 2025, JAA was tasked with helping raise the profile of both blood cancer and the charity fighting to beat it. Our first campaign, We Know What It Takes, brought the realities of blood cancer into the open through the voices of people who had lived them. JAA planned and bought the media to make those stories harder to miss.

The Real Problem

A common cancer that was still too hidden

Blood cancer is the UK’s fifth most common cancer, yet 78% of people living with it describe it as a hidden cancer. Low awareness can leave people without the understanding, support and community they need. Our challenge was to help change that.

A man is sat on chair in a waiting room

The Trait

Put lived experience at the heart of it

Blood Cancer UK has something more powerful than statistics alone: a community that knows what blood cancer really takes. Four people affected by conditions including leukaemia and myeloma shared their experiences, giving the campaign an authentic voice.

A woman is sat on chair by the window

The Strategy

Make the hidden visible

Rather than talk around blood cancer, the campaign confronted its reality. We put authentic stories into public spaces and channels capable of reaching beyond the charity’s existing community – building awareness of both the disease and Blood Cancer UK.

An image of a Blood Cancer UK advert being displayed outside

The Tactics

Show up where people couldn’t look past it

Working alongside McCann Birmingham, JAA planned and bought OOH, digital, social and print. Targeted activity across the Midlands included prominent placements at Birmingham New Street, taking personal stories into high-reach public environments.

An image of a Blood Cancer UK campaign on programmatic display in Birmingham

The Results

Millions of opportunities to make blood cancer visible

Launching during Blood Cancer Awareness Month, the campaign delivered strong reach and engagement across OOH, digital and print.

42m

Impressions delivered across OOH, digital and print

0.11%

CTR – 120% above the campaign target

15.7m

Plays and views – 10% above target

6x

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The Blood Cancer UK logo

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Get in touch

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+44 (0)20 7439 6070

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