"80% of tickets sold before a single artist was announced, with funds directly supporting cancer treatments now used across the NHS." 

The Challenge 

When a close contact was diagnosed with cancer, Andy Rourke of The Smiths was inspired to take action. He had a vision: bring together Manchester’s iconic music scene for a one-of-a-kind concert to raise both cancer awareness and funds for The Christie. With just a £15k seed fund and a team of six, the challenge was on - turning an ambitious idea into a major cultural event. 

The Solution 

Our team began by mapping out their contacts and spheres of influence, identifying exactly who needed to come on board and in what order to create momentum. From artists and venues to media partners, sponsors, and patrons, the network quickly grew. 

By getting key players to buy into the vision, we secured a series of in-kind deals covering media, marketing, PR, ticketing, venue hire, and production. Sponsorship packages were created to cover costs and raise additional funds.  

Over the course of five years, the concert series became legendary, with historic reunions and unexpected collaborations gracing the Manchester arena stage. Standout moments included Noel Gallagher’s first orchestral set, Stone Roses and New Order reunions, Elbow teaming up with Doves, and supergroup performances that have gone down in Manchester history. 

The Results 

By year two, the concert had built such a strong brand that 80% of tickets sold out before a single artist was announced.  

Our team’s reach extended beyond music, becoming the first charity to secure all three major UK political party leaders - David Cameron, Gordon Brown, and Sir Menzies Campbell - as joint patrons. This milestone helped bring on board all three of the UK’s major live music promoters, opening up even more access to top-tier artists. 

The campaign didn’t just make noise in the music world. It scooped over 20 awards for creativity and effectiveness, including a coveted D&AD award. Most importantly, the funds raised for The Christie helped support ground-breaking immunotherapy research, which is now used across the NHS to treat and cure cancer patients.