Cancer Research UK is the top charity brand among young people in the UK, new research shows.
Voxburner, a youth research group, carried out an online survey of 2,569 young people aged between 18 and 24 for its Youth 100 report.
Participants were asked how they felt about 250 names, including charities, food and drinks brands, online retailers and fashion brands, and were asked to put them in one of five categories from ‘love’ to ‘hate’.
The next four placings in the charities and campaigns category include Talk to Frank, the government’s drug-awareness campaign, Greenpeace, Amnesty International and (RED), a series of products by brands, including Nike and Apple, that donate up to 50 per cent of the proceeds to fighting Aids.
The top overall brand was YouTube, followed by Amazon and Google.
Amy Todd, affiliate account manager at the media agency MEC, who contributed the charities part of the report, said: "The charities and campaigns that are gaining a good response from the core youth demographic are succeeding for a combination of reasons.
"Excellent brand awareness and marketing through a medium where the core demographic spends a good portion of their time are bringing a positive response.
"Match this with an entity where the main focus of the charity or campaign is something that has affected the target audience or someone who they know, then you have a campaign or charity that is bound to do well. Cancer Research UK is prime example of this."