The ‘We Will Beat Cancer Sooner’ campaign reflects the charity’s bold new ambition to increase cancer survival rates
AMV BBDO has created a new campaign for Cancer Research UK, which is launching on 18th August and will run for six weeks across all media channels to reflect the charity’s bold new ambition to increase cancer survival rates. The ‘We Will Beat Cancer Sooner’ campaign is based on recent statistics showing that now one in two people survive cancer, as opposed to 40 years ago when only one in four people survived cancer for 10 years or more. Cancer Research UK has set out to double the speed of progress and increase this to three in four people surviving cancer over the next 20 years.
The ‘We Will Beat Cancer Sooner’ campaign will comprise of a new television advert entitled ‘What Now?, supported by high-impact outdoor, radio, digital and print to reinforce the ‘We Will Beat Cancer Sooner’ message and showcase the ways for people to get involved.
The new TV ad, which will be first aired on 18th August, 2014 at 9pm on ITV’s Long Lost Family celebrates this turning point in cancer survival rates. For the first time we can now say just as many people survive cancer as die from cancer. The ad shows that this is a huge achievement in the fight against cancer, however there is still a lot more work to do. This ad sets out a renewed determination to keep fighting against this terrible disease with the certainty that we will beat cancer sooner.
“AMV BBDO has been working with Cancer Research UK for the past five years. We started on a journey to inspire and build belief in the charity’s vision that one day, research will beat cancer and that day will come sooner, with the help of the public. The new ‘We Will Beat Cancer Sooner’ campaign will publicise the progress made to date and galvanise the nation into helping Cancer Research UK reach its ultimate goal,” commented Helen Rae from AMV BBDO
“The We Will Beat Cancer Sooner campaign sets out our ambition that cancer will be beaten, , with the help of our supporters
.. This ambition gives us licence to communicate with a new bold attitude, emphasising our determination and conviction , whilst also highlighting the importance of collective support. It’s as a united front, that we will reach our ultimate goal, to bring forward the day when all cancers are cured”, commented Carolan Davidge, Director of Communications for Cancer Research UK.
The campaign will also be supported by digital, social and PR created by Cancer Research UK’s in-house team and partner agency Dare to showcase how people are interacting with the campaign and encourage participation in the wide range of the charity’s fundraising events.