Cancer Research UK launches multi-media 'Giving News' campaign

Fundraising | Celina Ribeiro | 9 Jul 2010

Cancer Research UK will launch a multi-channel advertising campaign using real patients and clinicians to encourage the public to make a monthly donation.

The UK’s largest fundraising charity will begin a six-week television campaign featuring people behind the charity’s work as well as beneficiaries in an effort to demonstrate the impact it has had, as well as the ongoing need.

‘Giving News’ will also be tied in with a multi-channel campaign, which will reach from DRTV to its retail shops, online, radio, direct mail and be accompanied by a public relations drive.

The charity hopes to reach 46 million people with its message, and will request a £2-a-month donation at the end of the commercial. While the television campaign will end in August, direct mail, digital and DRTV will be running until September and radio until November.

Carolan Davidge, director of brand and PR at Cancer Research UK, said the campaign tried to make it easier for the public to understand the progress made in the field of cancer research. “Our aim is to show how research carried out by Cancer Research UK has helped save millions of lives across the UK and throughout the world, while balancing this with the more personal perspective on a diagnosis from a patient or survivor.

“We hope this campaign will raise awareness of what we do and encourage people to support the charity so we can continue to help more people beat cancer.”

The campaign, which follows the charity's Bad Day campaign, was created by AMV BBDO.

Directory: Cancer Research UK (CRUK)

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