The charity has commissioned a series of press and radio ads, and a direct mail drive, which will be sent out to 40,000 Cancer Research UK donors aged over 50.
The press and radio ads, which will appear in The Sunday Times, The Telegraph, Good Housekeeping and Saga magazine, will feature the line "Where there's a will there's a way". The ads carry the message about an underlying 11% decrease in the number of cancer-related deaths in the last decade.
The ads, which will also be broadcast on Classic Gold and London's Smooth FM, will also highlight an increase in survival rates for children with cancer from three out of ten to seven out of ten in the last 30 years.
Paul Farthing, legacy fundraising director at Cancer Research UK, said: "While real progress has been made in cancer treatment, we are still in the position where one in three people will be diagnosed with cancer and one in four will die from the disease.
"This new concept is a way to bring alive Cancer Research UK's vision that together we will beat cancer."
The media buying for the campaign was managed by MediaCom.
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