Teenage Cancer Trust on partnerships, influencers and ‘thinking differently’
The Teenage Cancer Trust is using partnerships and influencer tie-ups to reach a broader audience, focusing its messaging around why it exists.
“The key thing for me was that I wanted to make a difference,” says head of marketing Warren Fiveash about his goal when joining the Teenage Cancer Trust in 2021.
The charity has been offering and funding unique care for 13–24-year-olds and their loved ones since 1990, while running fundraising events and providing easy-to-understand information about every aspect of living with cancer.
Heading into 2025, the charity is entering a year-long partnership with UK local media group Newsquest, which will see the organisation gift £2.5m of advertising to the Teenage Cancer Trust across print and online. Newsquest contacted the charity about the tie-up after seeing its work.
