Stand Up To Cancer (SU2C) is a fundraising campaign created by Cancer Research UK and Channel 4. It aims to speed up progress in life-saving cancer research by accelerating developments from the lab into new tests and treatments for cancer patients. Their ambitious goal is to ensure that 3 in 4 people in the UK survive cancer by 2034.
Cancer Research UK (CRUK) wanted a brand-new Stand Up To Cancer (SU2C) website, using a new headless CMS (content management system) to provide a better end user experience.
They wanted to maximise supporter income from SU2C by driving engagement and conversion uplift from a new, optimised front-end experience. As it stood, areas of the content had off-brand pages that were in need of refreshing and streamlining, as well as updating to provide a greater user experience.
The SU2C website is part of a wider ‘Content Transformation' project between AND Digital and CRUK, which involves migrating from their old CMS system to Contentful.
Previous work done on the Content Transformation project meant that we could deliver value on the SU2C site quickly, including reusing content types built within Contentful; applying and adapting components in CRUK’s new digital design system, Helix (a set of rules and tools that help make websites look and work consistently well) to the SU2C branding; an integrated and performant tech stack, including front-end, CMS, hosting, deployment infrastructure and tooling; and 3 document repositories.
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The new site is faster, more accessible, and future-proofed, offering a smoother experience for supporters and content editors.
Working together with CRUK, we wanted to set speed records with this project. From the initial agreement and kickoff meeting to the site going live, it took just 12 weeks. It also only took 5 weeks to adapt the Helix design system to SU2C branding. Improvements were fed back into the core CRUK brand as well, with 2 weeks to migrate 145 pages to Contentful, at a rate of ~30 minutes per page.
Out of the 406 total pages on the old system, 246 were classed as out-of-date and off-brand and were retired, and 160 topical, up-to-date and on-brand pages were migrated over to Contentful. We also improved URL shareability, with the new share panel quadrupling the options for users, allowing them to spread the news about SU2C quickly and efficiently, and implemented an SEO improvements tool.
We also simplified the navigation by removing or merging features together, creating better user journeys. With bold new image formats, the branding stands out on every page, and is optimised for every device.
We’ve embraced WCAG 2.2 AA accessibility standards in design and tech, to ensure everyone can engage with Stand Up To Cancer. The new site makes it easier and faster for supporters to donate, sign up to fundraise, or buy merchandise, thereby maximising supporter income for CRUK.
The Helix ecosystem allows future brand updates to be easily reflected across the site, and the site itself has shown an increase in performance of load times and speed. For the content editors, they now have access to a flexible, simple and consistent experience, allowing them to bulk manage content in a matter of seconds. For supporters, it means they’ll always have access to the latest news and fundraisers, and can continue to provide support that enables progress to be made in life-saving cancer research.
The overall site optimisations and improvements through the new tech stack aims to offer increased engagement rates, conversion rates, and increased efficiencies for content editors and owners, and is the best expression yet of the SU2C brand.
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