The £3.3m "All Clear" campaign, created by integrated agency WWAV Rapp Collins, focuses on the positive impact that the charity has had on people's lives.
It contrasts with the last TV ad, themed "If only", which highlighted family loss. The change in strategy is due to a widespread belief that a cure for cancer will be found.
The latest campaign highlights that those diagnosed with cancer now have a greatly improved chance of survival, thanks to Cancer Research.
The TV work breaks this week, supported by radio and outdoor advertising, as well as direct mail and online activity. The ads, "family man" and "generations", are being aired in 30- and 60-second versions.
To coincide with the campaign, the charity has unveiled research which shows death from cancer has dropped by 12% over the past 30 years.
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