Cancer Research UK has launched a new prime-time TV and digital campaign that gives cancer survivors and their families the opportunity to give their thanks to those who have remembered the charity in their Will.
In the poignant, emotional adverts created by Atomic London, real people affected by cancer will talk about their gratitude to those who have left a legacy gift, which funds over a third of Cancer Research UK’s work.
The unscripted adverts will run as five 30-second and one 60-second spot – airing during prime-time shows such as Coronation Street and the X Factor on ITV, as well as Channel 4’s coverage of the Paralympics. The TV buy also includes Sky Media, Channel 5, ITV and Channel 4’s on-demand digital platforms. Further activity will run in print, online and on social media. Media buying has been handled by MediaCom.
The integrated campaign aims to encourage people to leave a gift to Cancer Research UK in their Will. Gifts in Wills fund over a third of the charity’s pioneering work into the prevention, diagnosis and treatment of cancer and last year this income totalled £178m.
Guy Bradbury, founding partner and executive creative director at Atomic London, said: “There’s something incredibly poignant about giving a cancer survivor the chance to show their appreciation to the charity’s supporters. There’s no background noise and no fancy angles, just a real person telling their story – and I think that will resonate with the millions of people affected by cancer every year.
“To capture the footage we travelled around the UK visiting people in their own homes and filming them using a small crew and iPads. We hope their words will inspire people to leave a gift in their Will to Cancer Research UK and create more stories like these.”
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