The TV, print and digital executions, which were created by Atomic London, focus on the power of a signature.
The ad is in a documentary style and features real scientists and cancer survivors, and builds on the "write an end to cancer" concept created last year.
Holly Eggleston, the senior legacy marketing manager at Cancer Research UK, said: "Atomic has created a highly emotive and response-driving ad, showing people the possibilities that leaving a gift in their will can lead to – breakthroughs in research, better treatment and ultimately ensuring that future generations won’t fear cancer the way we do."
Samantha Laub handled the copywriting for the campaign, and Tim Kitell took charge of art direction. The ad was directed by Matthew McConaghy through Toast. MediaCom handled the media planning and buying.
Guy Bradbury, the founding partner and executive creative director at Atomic London, said: "With this campaign we wanted to inspire people to think about the power of their own signature – showing how the simple act of leaving a gift can have real, authentic and lasting benefits for generations to come."
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