-: Cancer Research UK is the world's biggest charitable
funder of cancer research, providing critical information
to tens of millions affected
by the disease around the world.
How can it protect that role at a time of great disruption?
My name is Grace Davey,
and this is our "Impact in Sixty."
BCG worked with Cancer Research
to understand the changing information landscape
and strategize for a stronger future.
We unearthed five likely disruptions,
including the shift away from web search
towards GenAI tools
with their promise of more personalized information
but added risk of disinformation.
This led to 20 key actions across a three-part strategy:
deepening awareness of audience preferences,
increasing resilience,
and building industry partnerships.
We can't predict the exact future of GenAI,
but Cancer Research UK will be ready for what comes next,
and that's our "Impact in Sixty."