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Editor’s Pick. Cancer Research UK 'Bad Day'

Agency: AMV BBDO

Client: Cancer Research UK

Cancer Research UK has unveiled a brand new national television ad campaign to raise awareness and increase donations for vital research into cancer.

For the first time in one of Cancer Research UK's national television advertisements, the thought provoking 'Bad Day' campaign features cancer survivors and patients and focuses on the emotions and realities of being given a cancer diagnosis.

Speaking direct to camera and engaging the audience on a personal level, each of the participants helps deliver a message which both recognises the progress made in cancer treatments but also highlights that there is still a long way to go to beat cancer.

"The phrase 'I’ve had a really bad day' is often thrown around, but our new ad campaign really puts things in perspective,” said director of brand and PR at Cancer Research UK, Carolan Davidge.

“Every one of the inspirational people featured in the ad is either a cancer survivor or cancer patient, and each of them has experienced first hand the truly 'bad day' which is played out in the ad.”

She added, “We have chosen real people over actors to emphasise that cancer is not something which happens to 'other people', it is around us every day whether that be personally or through family and friends.

"The sad fact about cancer is that one in three of us will be diagnosed at some point in our lives. Cancer Research UK is leading the way in finding new ways to prevent, diagnose and treat cancer and is dedicated to beating the disease. Cancer survival rates have doubled in the last thirty years and our work has been at the heart of that progress."

Delivered in tandem with an online campaign, including information on the homepage of the Cancer Research UK website, and poster and radio advertisements, the television ad will be aired for seven weeks.

In the UK around 300,000 people are diagnosed with cancer every year and it is responsible for one in four of all deaths. Cancer Research UK is dedicated to reducing the number of deaths from cancer and, thanks to the charity's work; more people are beating cancer than ever before.

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