Research & Strategy
Before any branding work could begin, we needed to research Cancer Support Scotland’s place in the charity market and identify its USP’s. The strongest USP Cancer Support Scotland offers is the emphasis on the wellbeing of those affected by cancer. Our research revealed that for those feeling overwhelmed, scared, and uncertain, the charity offers a safe haven where they can be listened to and understood. As part of their emphasis on wellbeing, the charity offers services which include counselling, chiropody, deep tissue massage, reiki, reflexology, Indian head massage, stress management and aromatherapy.
From our, research it was apparent that another major USP of the charity is the Calman Centre, which is based in the grounds of Gartnaval Hospital in Glasgow. The Calman Centre is named after the charity’s founder Professor Kenneth Calman and is a drop in centre which offers a warm and welcoming refuge for those affected by cancer. By visiting the centre and seeing the difference the charity’s support made to people, it was also clear how valuable the contribution of the charity’s skilled and passionate team was. Our research showed it was also important to highlight that, unlike other regionalised charities, Cancer Support Scotland offers its services to the whole country.