DJ EZ x Cancer Research UK: Turning Tables on Cancer

Before livestreaming was ubiquitous, DJ EZ and Cancer Research UK faced a familiar fundraising problem: how to turn a charitable appeal into an event people would actively follow and share, without a media budget. As Head of Strategy at Circulate, Felipe Delphorno helped build the answer around endurance. “Turning Tables on Cancer” made DJ EZ’s 24-hour non-stop set the story itself: a continuous YouTube broadcast in which the UK garage artist stayed at the decks while viewers donated to Cancer Research UK. The campaign extended that stamina into communication, with hourly, real-time updates and curated content across YouTube, Facebook, Twitter, Snapchat and Instagram. Circulate also linked the broadcast with Boiler Room, helping the event travel beyond the stream and mobilizing DJs, news outlets and fans to support EZ throughout the challenge. The result was both cultural attention and tangible fundraising: £60,100 raised and 38.9 million people reached, with 70 million impressions and the campaign becoming the UK’s second-highest Twitter topic that weekend. The work won the Shorty Award for Live Streaming.