The “We can win this fight” direct response TV ad airs from today (1 November) and aims to encourage viewers to donate £2 a month towards research to find cancer cures.
It features seven people of different ages, from a young girl to an early couple, and “cancer” features as a voiceover character. It looks to highlight that all sorts of people can survive the disease and uses the strapline “united, we will beat cancer”.
Nick Georgiadis, head of direct giving at Cancer Research UK, says: “We hope the appeal will help people understand that cancer is losing the fight against research. It will engage new and existing supporters to support our work and equip them with the knowledge that we will beat this disease if we unite against it together.”
Cancer Research UK overhauled its marketing strategy in August this year after admitting its previous branding and ads – which its executive director of fundraising and marketing said was “too clinical” and “too scientific” – had been “holding it back”.
It now hopes to celebrate its scientists and Race for Life fundraisers as heroes in future campaigns and recently also refreshed the flagship running event to make it feel “more relevant and inspiring” to the people that take part and support it.