The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

August 18, 2014 | 2 min read

Cancer Research UK’s bold new ambition to increase cancer survival rates is embodied in the charity’s new campaign ‘We will beat cancer sooner’ which debuts tonight on ITV during Long Lost Family.

Based on recent statistics that show one in two people are now surviving cancer, as opposed to 40 years ago when only one in four survived cancer for 10 years or more, the TV creative is supported by outdoor, radio, digital and print activity to reinforce the message and showcase ways for people to get involved with the charity’s aim to double the speed of progress to three in four surviving cancer over the next 20 years.

Cancer Research director of communications, Carolan Davidge, said: “The 'We will beat cancer sooner' campaign sets out our ambition that cancer will be beaten, with the help of our supporters. This ambition gives us licence to communicate with a new bold attitude, emphasising our determination and conviction , whilst also highlighting the importance of collective support. It’s as a united front, that we will reach our ultimate goal, to bring forward the day when all cancers are cured.”

Running for six weeks across all media channels, the AMV BBDO created TV ad celebrates a turning point in survival rates but shows that there is still a way to go and sets out a renewed determination to keep fighting.

Helen Rae from AMV BBDO commented: “AMV BBDO has been working with Cancer Research UK for the past five years. We started on a journey to inspire and build belief in the charity’s vision that one day, research will beat cancer and that day will come sooner, with the help of the public. The new ‘We Will Beat Cancer Sooner’ campaign will publicise the progress made to date and galvanise the nation into helping Cancer Research UK reach its ultimate goal.”

Digital, social and PR for the campaign will be created in-house by Cancer Research UK and partner agency Dare. The activity will showcase how people are interacting with the campaign and encourage the public to get involved in fundraising.

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