Not your
Sister

Target Ovarian Cancer
Awareness campaign

Giving women the information that could save their lives.

What we did

Concept
Key messaging
Scripting
Design
Template creation

Too many women with ovarian cancer in the UK are not diagnosed until it’s too late. One of them was Natalie’s sister Leanne, who died eight days after her diagnosis.

To tell her story, and stop it happening to anyone else, we worked with Target Ovarian Cancer to deliver a hard-hitting Christmas campaign: Not Your Sister.

City street scene with traffic lights and moving cars in front of modern glass buildings, with a large digital billboard displaying health warning messages about ovarian cancer.

“Lark brings a wealth of experience about what works and doesn’t. They really care about our charity and are happy to chat through ideas, give their expertise and offer creative solutions when budgets are tight – it’s a proper partnership and our brand would not be in the incredibly strong position it is in after six short months without them. I highly recommend Lark.”

Deborah Slaughter, interim director of communications

Two smartphones on a purple background displaying social media posts about ovarian cancer awareness. The left screen features a woman with long blonde hair and the message '#Not Your Sister'. The right screen shows a woman with blonde hair and a message about ovarian cancer and a call to action.

People respond to people. When we hear someone’s story, we think about our own. Especially when it’s a story like Natalie’s. Natalie’s sister, Leanne, died eight days after her diagnosis. Women like Leanne are dying because of late diagnosis. But they shouldn’t be.

This was the message of our campaign: Target Ovarian Cancer is here to save your loved ones.

Not Your Sister came to life through a hero video, DM appeals, as well as across press and OOH. On social, there was an incredible response to Natalie’s story, with users sharing personal stories.

After the Christmas campaign, Natalie became the face of the charity. We created nationwide press and OOH activity focusing on bold symptom awareness. This has received hundreds of millions of views by people across the UK.

Impact

60,000 views across Target Ovarian Cancer channels

Approximately 635 million opportunities to see the symptoms of ovarian cancer

85 million people reached through OOH

83 million people reached through magazines and newspapers

The campaign smashed all its targets for reach, donations and information downloads.

And we know it has saved at least one life. Natalie was told by one woman that seeing the ad – and more importantly, the symptoms listed – prompted her to visit A&E. She was soon diagnosed with stage 1 ovarian cancer and is now receiving treatment.