Cancer Research UK has launched its first New Year cold direct mail campaign in years in an attempt to draw in new supporters and reactivate very lapsed ones.

The direct mail shot - which will contain enclosures including pens, address labels, stickers and a calendar – will ask for a £10 donation from recipients.

Featuring a personalised letter, the New Year campaign will focus on Cancer Research UK’s existing tagline ‘together we can beat cancer’ and list recent research breakthroughs and the impact of a £10 gift. It will go out to 367,000 recipients, among them donors who have not given to the charity for up to ten years.

The campaign, created by TDA, will run for 12 weeks. It was launched on 31 January and will run for 12 weeks.