News Release

30 September 2004

South Wales Evening Post Makes
A Million For Cancer Care

There were those who doubted that the South Wales Evening Post would reach its £500,000 target to extend the South Wales Cancer Centre. But, it took this appeal for readers to realise how closely their community could rally and what they could achieve when given a common objective. Readers of the Swansea-based daily surmounted the original target and, roused by the strapline, 'Make it a Million', reached £1,007,648 - by far the biggest reader response for the paper.

The Cancer Centre Appeal came after thorough consideration of a number of worthy local causes. Respecting the authority they had built up in the region, the Evening Post team wanted to tackle a big issue and one that would benefit, not only from the money raised, but from the awareness through editorial and promotions leading up to the Millennium. Swansea NHS Trust was approached to devise a realistic proposal to help - a coalition, which was to be central to the success of the campaign, not least in sharing the workload.

The SWEP's assistant editor, Cathy Duncan attributed the effectiveness of the newspaper's role in the campaign to two things: "the care taken in choosing an issue that affected a lot of people with an easily-identifiable goal and accepting the help of the NHS Trust with the admin side. We didn't get too involved with arranging fund-raising events, we stuck to what we do best, telling the stories that motivated people into wanting to help and praising those who did."

A facility that serves the entire South Wales region, the campaign to extend the Cancer Centre at Swansea attracted interest far beyond the Post's regular readership. The editorial strategy behind daily coverage of the campaign reflected the paper's respect for the task it had taken on, and aimed to engage all readers.

Reports on fundraising events, a daily roll call of contributors, and updates on monies raised, featured alongside moving accounts from cancer patients and survivors and information on self-examination and the benefits of early diagnosis.

A pull-out supplement was published to kick off the campaign, with sobering statistics and general advice, but reaffirming where the strength of the regional press lies, it was the more intimate coverage that got the best response.

Speaking of the longer-term effects, Duncan said: "The campaign built bridges with Swansea Health Trust and we formed a relationship built on understanding each other and being proactive with all kinds of health stories. The upshot was that the Post's health reporter was able to ring the chief executive of the trust out-of-hours on nearly any health story and have an instant comment. They understood our agenda and influence and we got closer to the facts."

Beyond the unprecedented sum raised, it is difficult to quantify the outcomes of the campaign, but encouragement has come from all sides. Opening the Cancer Centre, this month First Minister Rhodri Morgan MP spoke of the importance of the campaign in terms of raising public awareness. And, reports from local GPs of a significant increase in the number of patients going for checkups in the month following the campaign, suggest that people have been made aware, not only enough to donate, but to act - the holy grail of any public health campaign.

Donations continued flooding in after the £1m target was reached, but the South Wales Evening Post had to draw a line under a success, thanking all involved and refocusing their attentions. Duncan said, "We set up a permanent fund for the centre, and are now looking into other projects, which would benefit from the moving level of community spirit generated, or least uncovered by the Cancer Centre campaign."

To read about similarly successful campaigns, as well as scoops and international coverage in the regional press, go to our dedicated online area for editorial excellence.

To submit your own examples, contact Elizabeth Ings at elizabeth_ings@newspapersoc.org.uk or call 020 7693 0440.

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