Sue Ryder Care unveils major campaign

Sue Ryder Care, the healthcare charity, is to launch its largest advertising campaign for five years.

The Put Back campaign will first be tested in the North of England, before being rolled out nationwide. It will include a series of radio ads on Classic FM, 48-sheet posters and national and regional press ads.

The charity has hired Manchester-based agency Cheetham Bell JWT to develop the concept for the campaign, which aims to drive up awareness of the charity, increase donors and encourage existing donors to continue to support the charity.

The ads will urge people to "help us help more" and are based around a series of people enjoying everyday life. Some of the ads will also feature Sue Ryder Care staff.

The North was chosen for the first phase of the campaign as Sue Ryder Care has a well-established network of shops as well as neurological, hospice and community-based services in the region.

Sue Ryder Care works with sufferers of strokes, multiple sclerosis, acquired brain injury and cancer.