Date: Feb 2019
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Cancer Research UK (CRUK) has launched a campaign to incentivize people to leave a gift in their will and help cure cancer for future generations.

The charities 'Gifts in Wills' initiative funds over a third of the charity's pioneering work into the prevention, diagnosis and treatment of cancer - totalling £182m last year alone.

Created by Atomic London - its first legacy campaign since 2016 - the ad invites the nation to make a pledge to beat cancer.

Featuring real CRUK legacy supporters, researchers and survivors, the film shows what can be achieved when scientists and supporters come together as a collective force.

To encourage viewers to personally connect, each figure talks directly to the camera, as they state their pledge on beating cancer.


Client: Cancer Research UK

Creative Partners: Guy Bradbury & Dave Henderson

Creative Team: Guy Bradbury, Dave Henderson, Max Sizeland, James Halladay

Head of Design: Pete Mould

Head of Planning: Steve Hopkins

Business Director: Mel McMillan

Account Manager: Catherine Martyn

Project Manger: Charlie Berry

TV Producer: Tim Page

Director: Will Williamson

TV production: Armoury London