What Cancer Research UK learnt from its YouTube telethon

Cancer Research UK’s Stand Up To Cancer campaign has extended its reach and engagement on YouTube, as it gives full control over the event to YouTubers and moves away from “generic” fundraising.
Last year was the first time Cancer Research UK (CRUK) had run the event on YouTube as it looked for ways to talk about the campaign when it was not on TV. CRUK and Channel 4 run the telethon on TV every other year.
At the time, CRUK said the activity was about testing how effective Yo