World Cancer Research Fund – maximising traffic & engagement

The challenge

World Cancer Research Fund (WCRF) champions scientific research into cancer prevention and survival. The charity publishes regular expert reports to share the findings of its work with a global audience of scientists, policymakers, health professionals and the public. Previously, WCRF published its reports in print – which was expensive and limited the audience that this vital science could be shared with.

WCRF wanted to publish its latest expert report online in an engaging, accessible way to ensure the research reached as large an audience as possible. The charity had a decade’s worth of evidence on what causes and protects against cancer, and also wanted to use this to help people make informed lifestyle choices to reduce their cancer risk.

The solution

We created two solutions for WCRF to share information in a clear and compelling way. Firstly, we created a bespoke sub-site within the WCRF website to display the expert report to scientists and health professionals. We designed new templates to give content a fresh, modern feel, and created a navigation and structure which displays the information in different ways so people can explore according to their area of interest – either cancer causes, cancer types or WCRF’s cancer prevention recommendations. The full PDF report can also be downloaded, as well as individual chapters and toolkits of relevant data and graphics.

Secondly, we created a public-facing Cancer Health Check tool to help individuals look at how their lifestyle choices affect cancer risk. This was structured and designed using interactive wireframes and is available in three versions (US, UK and the Netherlands) with regionally-specific languages and measurements. The Cancer Health Check engages people with the latest cancer prevention research in a personalised, highly visual and encouraging way. It also allows WCRF to collect anonymous data, which deepens the charity’s knowledge of its audience. Users can view their results on the web screen or in an email. They are encouraged to sign up to an email newsletter, to prolong the relationship between the charity and the user and improve user experience.

The result

In the 13 days following the launch:

  • The WCRF website has seen a 500% increase in traffic in their public, health information and supporter website
  • The expert report pages have had 62,000 visits
  • The Cancer Health Check tool had 40,000 visits and more than 20,000 completions
  • 1,250 Health Check tool users subscribed to WCRF’s mailing list

We are also continuing to work with the WCRF, providing ongoing maintenance, management and support to keep their website fresh, up-to-date and functioning optimally.

These were the first major digital projects we worked on with Pedalo after switching from another agency. Both projects were extremely important to us as a charity and a milestone in our cancer prevention work. The projects were each targeted to entirely different audiences but yet had the same goal: to promote our cancer prevention recommendations. It was a fantastic outcome – both projects are a huge success and we’ve had nothing but positive feedback from across our whole organisation and externally. We are incredibly grateful for the hard work and dedication Pedalo put into making sure we launched on time, and we look forward to continuing to work with them.
– Lorraine Hawkins, Head of Digital, World Cancer Research Fund

Services provided for WCRF

Are you considering a website redesign? Or would you like to improve your existing site’s performance? Get in touch and we will be happy to discuss your requirements.

World Cancer Research Fund (WCRF) champions the latest and most authoritative scientific research from around the world on cancer prevention and survival through diet, weight and physical activity, so that it can help people make informed lifestyle choices to reduce their cancer risk.

Project Highlights

  • Creating a bespoke sub-site for scientists & health professionals

  • Creating a personalised & highly visual public-facing Cancer Health Check tool