Cancer Research UK launches major new brand campaign
December 19, 2012
• Bold, brave new campaign champions research as the only way to beat cancer
• Visually striking attention-grabbing imagery used to demonstrate the power of research in the ongoing fight against cancer
• Integrated campaign to feature TV, radio, outdoor, press, social and digital
CANCER RESEARCH UK is launching a bold new brand campaign on Boxing Day 2012. The integrated campaign will take the charity’s advertising in a new direction, using thought-provoking and visually striking creative executions, highlighting the power of research in bringing forward the day all cancers are beaten. It is the first major advertising campaign Cancer Research UK has carried out since its brand refresh in September 2012, and aims to showcase the importance of its life-saving research; to make its work feel relevant; and to empower people to help beat cancer sooner by supporting the charity.
The integrated campaign will appear across television, radio, press, outdoor and digital, and be supported by a full press, PR and social media strategy from 26 December 2012 until the end of February 2013. Across the range of channels the power of research will be told in different ways – by highlighting the inspiring power of Cancer Research UK’s science, by proving progress made through investment in research across a range of cancers, and by sharing the stories of real people who are alive today because of research as real life proof of its power.
The television campaign will feature two different executions. The first version, launching on Boxing Day, will champion the power of Cancer Research UK’s pioneering research in the ongoing fight against cancer. The second, launching on 3rd January, will showcase the progress we have already made in treating childhood leukaemia and highlighting the fact that one day we will beat all cancers.
The TV ads are the work of award-winning director, Frank Budgen, who working with advertising agency AMV BBDO, has taken the charity’s advertising in a completely new direction. The 60” launch ad introduces the idea that cancer’s ultimate enemy is research, and takes the viewer on a journey engaging with science, demonstrating the power of research in the fight against cancer. The overarching message is one of inspiration; building belief that one day cancer will be beaten and that it’s now cancer’s turn to be afraid.
Frank identified strongly with the key theme of the importance of research in beating cancer. He said: “The opportunity to get involved in this campaign was one I couldn’t pass up. It was a challenge that I really wanted to take on. And, hopefully, we have created a strong campaign that will stand out and engage as many people as possible in the fight against cancer”.
Cancer Research UK has used personal testimonials of people who are alive today because of research to support their radio and press advertising. These simple but impactful real life stories are the proof in demonstrating the power of pioneering research in saving lives. A mix of stories are told, including that of TV presenter and kidney cancer survivor Nicholas Owen, to show that cancer can affect everyone, and ultimately demonstrating that the benefit of research is that more survivors are alive today.
The charity worked with renowned photographer Nadav Kander on the press strand of the campaign. He said: “I very much wanted to be involved with the charity. Cancer is all around us and increasingly so. I felt very connected with the cause and wanted to make authentic portraits of sufferers that show truth and integrity.”
Cancer Research UK has taken a different creative approach with the outdoor strand of the campaign. By using short, powerful, bold statements, alongside attention-grabbing imagery, the charity aims to drive conviction in their work and challenge people’s current perceptions. Messaging will drive belief in the power research has to kill cancer. Outdoor advertising will appear on roadside 6$ and 48$ across the country from 31st December onwards.
The integrated communications campaign will include national and regional PR led by Cancer Research UK’s in-house teams. The social media campaign has been devised and delivered by 33 Seconds, making use of the social platform Pinterest alongside more typical channels Facebook and Twitter. Digital agency Conran will be delivering a full digital campaign that will feature a series of short films showcasing the power of research through different people’s stories. Retained agency Mediacom will manage the media purchasing strategy.
Natasha Hill, Director of Brand and Strategic Marketing at Cancer Research UK said: “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.”
- Title: Enemy
- Brand: Cancer Research UK