Worldwide Cancer Research has created a series of videos featuring its scientists as the charity looks to raise awareness of the work it carries out across the globe.
The videos show eight of Worldwide Cancer Research's funded scientists as they sit on roadside on the streets of Paris, London, Barcelona and Amsterdam, waiting for a lift. The aim is communicate the message that without funding the scientists remain stuck and unable to progress with their research.
Created by The Union and shot by Hamish Campbell the films are accompanied by a two-minute film, narrated by Alex Norton, which will be pushed out via a social media campaign.
The campaign comes as Worldwide Cancer Research releases its 2014 Annual Review to highlight the charity's global funding philosophy.
Beverley Hart, head of communications at Worldwide Cancer Research commented: "An Annual Review that dramatises what sets us apart was essential, as was the need to create a piece of communication that spanned the channels and engaged with as many supporters and followers as possible."
The charity was formerly known as Association of International Cancer Research (AICR), and underwent a rebrand with The Union in 2013.