The integrated activity is intended to raise awareness and increase donations to aid research. Breaking on 12 July with TV ads on ITV1, the campaign will run for seven weeks.
The TV spots, created by Abbott Mead Vickers BBDO, take a documentary style. This marks a shift away from the charity's previous campaigns, which had featured actors.
Two 30-second spots and one 40-second execution will feature up to 30 people in total. Each person narrates part of a story describing what it is like to be diagnosed with cancer, and how pioneering advances in its prevention, diagnosis and treatment are helping. The ads underline that cancer cannot always be beaten and more support and research is needed. A call to action urges people to donate £2 a month.
The TV campaign will be backed by radio ads, posters in Cancer Research shops and a microsite. The latter will include longer films of the people in the ads, detailing how Cancer Research UK's work has helped them. The films will also be seeded on YouTube and other social media.
An email drive will encourage supporters of the charity to pass the films on to friends and family.
_1.jpg)
.jpg)
