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.