Trending PR Campaigns
Don’t Go Quiet: Cancer Ghosting
Macmillan Cancer Support highlighted “cancer ghosting” — when friends withdraw after someone is diagnosed — through patients’ accounts of losing long-standing friendships. Alongside a YouGov poll showing that 26% of UK adults have struggled to communicate with someone they know who has cancer, the charity urged people to check in and offer practical support.
Why it worked: It coined a sharp, searchable term (“cancer ghosting”), paired it with fresh YouGov stats and raw first-person voices, creating a clear social-behaviour news hook.
The lesson: Consider naming an unspoken behaviour with a punchy phrase, back it with quick polling, and attach human testimonies plus a simple call-to-action.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| stv.tv | ‘Cancer ghosting’ concerns as charity urges people to support loved ones | Saturday 10th October, 2026 |