Cancer Research has brought back its documentary-style campaign, ‘Right Now’, which it launched for the first time last year.
The campaign is inspired by the Channel 4 series, 24 Hours in A&E, which sheds a light on the daily goings on at a London hospital.
Last year, Cancer Research told The Drum that it wanted to abandon the "unbelievable" future-looking straplines of the past and instead embraced a more immediate tone of voice to show the realities of living with cancer and what researchers, today, are achieving.
The TV ad and print campaign sought to give viewers a glimpse into moments in the lives of real-life patients, researchers and medical staff.
“When we launched Right Now last December we knew the approach of showing real, raw, unscripted everyday moments was brave, but also ground breaking for a charity. It was essential to show the public the reality of cancer but also demonstrate the huge impact their support can have right now on shaping the future, inspiring the belief that they have the power to make a difference,” explained Anthony Newman, director of brand, marketing and communications at Cancer Research UK.
“ The campaign was extremely successful in capturing our audiences and meeting our ambitious KPIs, with several executions achieving coveted Brainjuicer 5 Star status*.
The follow up work this year begins with a 30-second advert featuring four year old Adyan that will air on 26 December. Adyan was diagnosed with Acute Myeloid Leukaemia (AML) in March 2015 when he was two years old and he is seen sharing a moment with his teacher Jamie as they sing a nursery rhyme.
This is one of four executions, each sharing a separate story and include moments of test results and friendships, alongside hearing from a cancer surgeon about the future of individual treatment.
“Our new Right Now campaign builds on the success of last year’s, with new people and stories. Touching moments are punctuated with humour, as well as highlighting the passion of our researchers. I’m sure many people will be able to relate to the stories featured and we thank everyone involved for allowing us this insight into their lives,” continued Newman.
“I hope this year’s campaign connects again with the public, giving them a window into moments happening right now in hospitals and laboratories up and down the country and highlighting the importance of research to beat cancer. Progress is happening every day but we need to accelerate and can only do this with the public’s help. With their support we can bring forward the day when all cancers are cured.”
The campaign will run throughout January across all channels. Anomaly and The Garden worked on the creative and production respectively while media was planned and bought by Mediacom.