By The Drum Team, Editorial

February 24, 2012 | 2 min read

Yorkshire Cancer Research (YCR) has unveiled a TV and direct mail campaign with Uber to raise awareness and increase donations.

The TV ad airs from the end of February, featuring 263 real photographs of loved ones who have passed away from cancer as a reminder of the fact that 263 people a week in Yorkshire die from cancer.

Linsey Trower, YCR head of communications, said: “This is the first time that we have advertised on TV and carried out a direct mail campaign of this size. So when choosing an agency it had to be the right one, in terms of the best ideas and the level of commitment, passion and dedication they had in order to achieve our goals.

“Uber certainly had all of the above. The creative concept is striking, memorable and emotionally engaging and most of all stands out from other charity adverts. The messaging is clear and concise and easy to understand. It has been a pleasure to work with Uber on this project and I hope to be able to work with them again on any future campaigns.”

Mark Robinson, Uber creative director, added: “With this project for YCR, our team couldn’t help but appreciate and understand the importance of fighting a disease that somehow touches everyone directly or indirectly at some point. To tackle it on our doorstep just brings it into even sharper focus. It’s certainly one of the most moving projects we have worked on but is utterly worth it.”

Cancer Research

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Uber Agency

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