SOFII’s view

At first glance you might think, wow, this mailing from Cancer Research UK is clever and a bit different. It surely will make people angry enough so that they give money that will beat cancer: an admirable ambition.

But what would you think if you have cancer? Or someone dear to you had just been diagnosed with cancer, maybe your young child? You’re quite likely to be living on the highest emotional tightrope ever, would you want to be reminded that you or your loved one could be facing death?

There is a fine line between pushing the creative boundaries to maximise fundraising impact and income and being sensitive to and considerate of the distress that hard-hitting marketing messages might cause to some readers. Do you think this mailing crosses that line?