The “thought-provoking” ad campaign, which launches on Boxing Day (26 December), aims to encourage people to donate and support its work by making its research relevant to them.
The campaign positions research as the enemy of cancer and aims to inspire people that beating cancer is an achievable goal.The TV ad states that research has beat diseases such as polio, and will one day beat cancer.
It will tell real stories of cancer patients to show the progress of its research and offer proof that investing in researcher saves lives. Real life stories include that of BBC Newsreader Nicholas Owen who survived kidney cancer.
Cancer Research says it is taking a different direction with the “bold” campaign in a bid to challenge current perceptions about scientific research and present a warmer persona. When the charity unveiled its new-look brand identity earlier this year it said one reason behind the change in approach was that a lot of people believe the charity was “too clinical”.
Natasha Hill, director of brand and strategic marketing at Cancer Research UK says: “This has got to be our boldest and most exciting advertising campaign so far. We’re taking a new approach which we hope will help reignite support for the work we carry out. We’re making progress day by day, but we can’t sit back and relax. One day we will beat all cancers, and we’d like everyone to help us make it sooner.”
Two TV ads, one focussing on childhood leukaemia and the other more generally on cancer sufferers, were created by AMV BBDO.
Activity will include press, PR, social digital, outdoor radio and TV. It will run until February 2013.
Cancer Research UK also worked with agencies including 33Seconds, Conran Design Group and Mediacom.
In November the charity launched a direct response TV ad using the new branding to encourage supporters to donate £2 a month.