AMV BBDO's Inspirational Call To Arms Against Cancer

AMV BBDO has created a new campaign for Cancer Research UK, which launched 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 aired on 18th of August 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.

Gary Turnbull from GCRS did the sound design for the spot: “From the very beginning, we set out to create something very different from everything that had been done before for Cancer Research UK.  Our brief was to build a soundscape that would feel lively and inspiring, while maintaining the compassionate message of the campaign as a whole." He said.

"The focus of the sound design was on letting the power of the message shine through, whilst creating a sense of audio dynamism that would work in partnership with the images on screen. I am extremely proud of the vitality of the finished spot.  It was a rewarding experience to be involved in bringing to life the important work done by the charity."

Carolan Davidge, Director of Communications for Cancer Research UK, commented: “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”

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.