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Editor’s Pick. Cancer Research ‘Giving News’ advert

Agency: AMV BBDO

Client: Cancer Research UK

Cancer Research UK has launched a new brand advertising campaign which for the first time will feature real doctors funded by the charity alongside cancer patients and survivors.  

The integrated campaign aims to demonstrate the progress being made by Cancer Research UK in beating the disease, while highlighting the need for ongoing support.

Developed with AMV BBDO, ‘Giving News’ will examine a cancer diagnosis from the perspective of both the clinician and the patient with a series of talking heads direct to camera.

It shows how through the advances in cancer research made by clinicians such as those featured in the ad, many patients beat their cancer. Yet the ad also features a patient whose outcome is less certain to highlight that there is still much to be done in the fight against the disease

The 30 second brand ad will air for six weeks.  The campaign also includes radio, digital , direct response TV, direct mail and PR activity, and will be featured in Cancer Research UK’s 600 high street shops.  

“Cancer research is an incredibly complex area and for many people it can be difficult to understand exactly how Cancer Research UK is making progress in beating cancer,” said director of brand and PR at Cancer Research UK, Carolan Davidge.

“Through this campaign, our aim is to show how research carried out by Cancer Research UK has helped save millions of lives across the UK and throughout the world, while balancing this with the more personal perspective on a diagnosis from a patient or survivor.  

“Cancer Research UK is entirely funded by the generosity of the public.  We hope this campaign will raise awareness of what we do and encourage people to support the charity so we can continue to help more people beat cancer.”  

The campaign builds on the charity’s 2009 campaign, ‘Bad Day’, which featured real cancer patients and survivors and was also developed by AMV BBDO.   Media planning and buying for the campaign was done by Mediacom and direct activity was led by RAPP.

Cancer survival rates have doubled in the last forty years and Cancer Research UK has been at the heart of that progress.  Thanks to the charity’s work, more people are beating cancer than ever before.

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