The “giving news” campaign, which includes TV, radio, digital and direct marketing, aims to highlight advances in cancer research by showing cancer diagnosis from the perspective of the patient and the clinician.
It is the first time the charity has featured medical staff alongside patients and survivors and follows on from the charity’s brand campaign last year that featured patients for the first time.
The ad also features a patient whose outcome is less certain to demonstrate that there is still a lot the charity needs to do to fight the disease, and encourage supporters to continue donating.
The 30-second TV ad, created by AMV BBDO, will air for six weeks from Monday (12 July).
The campaign will also have a presence in Cancer Research’s 600 high street charity shops.
Media planning was handled by Mediacom and direct marketing handled by Rapp.
Last month the cancer charity revealed a new agency line up adding Rapier, TDA and TWCat to its roster. The Good Agency was also appointed to drive recruitment and retention for its annual Race for Life fundraising initiative.