Welcome to Yorkshire has proudly partnered with Harrogate-based Yorkshire Cancer Research to amplify awareness of the independent charity’s pioneering research which is saving lives in the region.
Statistics show that 1 in 2 people will be diagnosed with cancer and the impact on individuals, as well as their loved ones is immense. Every week in Yorkshire, 560 people are told that they have the disease. Yorkshire Cancer Research’s goal is that by 2025, at least 2,000 more people across the county survive cancer every year. Raising awareness, continued research and vital fundraising are all of the utmost importance to improve the prevention, diagnosis and treatment of cancer.
Promotion of Yorkshire Cancer Research at Welcome to Yorkshire’s internationally recognised events and through the destination marketing organisation’s vast online output will aim to widen recognition of the charity’s amazing work and raise much-needed funds. The charity will also be a key part of the DMO’s celebrated campaigns throughout the year. Welcome to Yorkshire has a global brand reach of over 23m and a social reach of almost 20m.
Yorkshire Cancer Research is the official charity sponsor of Welcome to Yorkshire’s #Walkshire initiative, which has captured the imagination of so many people across the county, the nation and the world, since its launch on New Year’s Day. A walk for every day of the year and more, #Walkshire is the most inclusive of campaigns and can be enjoyed by all ages and abilities, with wonderful well-being and health benefits. Walkshire’s popularity is immense with walkshire.com already seeing over 100,000 page views and the first week’s launch figures revealed a 1.5 million online reach and 3.7 million total impressions.
Last September’s Ian Woosnam Senior Classic, celebrity and pro golf tournament at Ilkley Golf Club, a Welcome to Yorkshire and SGH Sporting Events golf tournament in association with Aberdeen Standard Capital, saw local amateur player Peter Daffern generously donate £9,000 of winnings to Yorkshire Cancer Research, after achieving a fantastic hole-in-one at the 154-yard par 3 15th during the Pro-Am.
Just two examples of events and fundraising initiatives, with many more to follow.
Director of Brand and Relationships for Yorkshire Cancer Research, Juliet Glendinning, said: “The charity is delighted to be supported by Welcome to Yorkshire. Our common purpose and goal – to be a force for good across this great and beautiful region – is clear. This independent charity has been saving lives for almost 100 years, yet has remained one of the region’s best kept secrets. Partnering with Welcome to Yorkshire will help change this whilst also raising vital funds that will prevent, diagnose and treat cancer across Yorkshire.’
Private Equity Operating Partner, amateur golfer and charity donor, Peter Daffern, said: “I wasn’t fully aware of the important work the team at Yorkshire Cancer Research carry out on a daily basis until I was introduced to them at the Ian Woosnam Senior Classic golf event in September. As such, it was an easy decision to donate the prize money to a great cause, which can hopefully go some way to support this worthy charity.”
Welcome to Yorkshire Chief Executive James Mason said: “When choosing an official charity partner, our consideration was to align with an organisation that had similar objectives to ourselves and to reach as many people across the Yorkshire region as possible. Cancer is not exclusive. Almost everyone in the county will know someone affected by cancer. As such this is a cause we should all get behind.
Yorkshire Cancer Research undertake vital research to support those impacted by this disease whilst investing in groundbreaking medical advancements. Over the last few months, as our discussions have developed and we explained our campaign ideas for the year ahead, it was clear that Walkshire chimed with our joint strategies. The physical and mental health benefits of regular exercise can prevent cancer related deaths. We hope that Welcome to Yorkshire’s strong brand and global support base will help us to raise a significant amount of awareness and money for Yorkshire Cancer Research.”
With major event announcements imminent Welcome to Yorkshire and Yorkshire Cancer Research are particularly proud of this partnership forged during a pandemic, with lockdown limitations, yet with lots to look forward to and to work towards, promoting the county and a crucial cause simultaneously. Watch this space for ways to get involved.