The Manchester-based marketing services specialist, which delivers creative, print and digital communications for clients around the world, partnered with the charity on its ‘Only Young Once’ campaign, highlighting the distinct challenges experienced by young people living with cancer.
The creative for the campaign was created by the charity’s in-house team, with APS then using AI to adapt its usage across OOH, with more than 90 pieces of artwork produced in just minutes. This helped ensure the campaign looked consistent, wherever it appeared and meant the in-house team could remain focused on their important mission of raising awareness of the unique challenges faced by young people with cancer.
This approach reduced production time by around 90%, allowing the campaign to be rolled out more quickly while maintaining creative quality and consistency across all assets.
Ben Furnival, Digital Operations Director at APS Group, said:
“We were tasked to identify opportunities for AI to improve the campaign delivery. To achieve this, we started with a bespoke hero piece of content from the campaign and then used automation to help adapt it quickly for other channels.
“That approach meant we could move at pace to deliver a multi-channel campaign without it ever feeling generic or mass-produced.”
Warren Fiveash, Head of Marketing at Teenage Cancer Trust, added:
“As a charity, it’s crucial that we deploy our resources in the most efficient way to ensure that we’re having the greatest impact possible for young people with cancer. That means partnering with agencies who can offer us innovative ways to reach as many people as possible while protecting our in-house team’s ability to focus on creativity, impact and our brand.
The ‘Only Young Once’ campaign is about helping people understand the impact cancer can have on young lives, and the APS team’s expertise was essential in maintaining quality while also succeeding in producing bespoke artwork at scale.
Using AI automation to support the rollout meant we could reach more people quickly and at a lower cost, without losing the care and attention to detail that’s so important to us as a charity.
