Cancer Research UK fights to ‘beat cancer sooner’ in marketing campaign

Cancer Research UK is launching a new marketing campaign that aims to give people a ‘clear reason’ to donate by showing that research is the solution to beating cancer.

The ad campaign launches on Boxing Day (26 December) and will run for two months across national TV, online, cinema, national radio and outdoor. The TV spot, created by AMV BBDO, portrays the life of a young woman from a baby to a mother and wife.

It shows her getting diagnosed with cancer but beating the disease. It aims to inspire people to donate by showing that beating cancer is an achievable goal and that research saves lives.

Radio and outdoor ads will support TV, laying out Cancer Research UK’s manifesto. Regional outdoor ads will focus on the number of lives saved every day due to the charity’s work.

The campaign follows the overhaul of its marketing strategy last year in a bid to bolster donations after admitting that existing branding was “too clinical and scientific” and was “holding it back”. The charity unveiled a new logo, tone of voice and approach to marketing, including the launch of its first campaign aimed at showing a new personality that was “smart, brave, engaging and optimistic”.

It also relaunched Race for Life with a marketing campaign meant to shift the focus from the event to the cause behind it.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here