Sticky helps cancer research go digital with launch of world-first top-level domain

Screen Shot 2015-02-04 at 12.01.42 pmAround 2 & ½ years ago the Sticky team sat down with our clients at ACRF and a small group of experts to discuss an exciting new direction in fundraising, awareness and communication for cancer research.

It involved world-first purchase and launch of a top level domain (TLD) by a non-profit organisation.

In 2013, the Internet Corporation for Assigned Names and Numbers (ICANN), the global body charged with administering top-level domain names, opened up the internet to new, generic TLDs as popular domains like .com and .net began to “fill up”.

ACRF had committed to purchasing .CancerResearch and with it came the task of mapping out how to use it to best effect, understanding the potential of rallying the world’s cancer research community in a united effort and building the business model for this exciting new opportunity.

We worked alongside ACRF, M&C Saatchi, Deloitte and ARI over 2 years to put a comprehensive plan in place.

In 2014 Sticky were honoured to be invited to help design and develop a new “ecosystem” of websites for the new .CancerResearch TLD. It was a massive undertaking with an incredible amount of planning required to coordinate all the elements required. Never before has a non-profit (or possibly any organisation) simultaneously developed and launched such a comprehensive “ecosystem” of websites on a TLD.

Today, on World Cancer Day 2015, we are incredibly proud to announce the launch of the TLD and the first 9 websites we have produced for .Cancer Research.

The launch is being led by an exciting campaign developed by our friends at M&C Saatchi called The One. We encourage you to join The One who will end cancer.

Already the campaign and launch is receiving strong media coverage and is certain to garner more attention as it builds.

The launch of .CancerResearch has been a mammoth team effort with impressive coordination between a range of suppliers and stakeholder. All of us here at Sticky are incredibly proud to be part of this world-first initiative.

Now….let us all join forces and help end cancer!!

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