People respond to people. When we hear a real story, we connect. 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. 

The concept ties all in memory case studies together. We see it as a frame for children’s stories of their mothers, parents remembering daughters and people grieving for wives and partners.

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 now been seen by hundreds of millions of people across the UK. And even saved a life.

Natalie was told by one woman that seeing the advert on her way to and from work – and more importantly, the symptoms listed – prompted a visit to A&E. She was soon diagnosed with stage 1 ovarian cancer and given treatment.

“Lark really understand the charity sector and bring 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