Cancer Research UK And Channel 4 Broadcast Live From Inside The Human Body

Today, a first in global broadcasting took place as Cancer Research UK and Channel 4 came together to air a live colonoscopy during an ad break. 

The 90 second advert, titled ‘Live from the Inside’ provided viewers with the unique opportunity to see the removal of bowel polyps* from a camera linked to a flexible tube called a colonoscope. While most polyps don’t develop into cancer, some do, therefore removing them can help prevent bowel cancer developing. 

The advert can be viewed below:

The advert forms part of Cancer Research UK’s ‘Right Now’ campaign. Launched on Boxing Day, the campaign shows the reality of day-to-day life for those affected by cancer, bringing together the real stories of patients and their loved ones, researchers and medical staff.

By broadcasting the procedure live, the charity was aiming to show the positive impact research has had on helping to beat cancer, highlighting that it is only through investment in research that simpler and more effective tests and treatments have been developed. The advert demonstrated that thanks to research, there are many things happening across the UK right now to help prevent, diagnose and treat cancer.

The procedure, performed by Doctor Sunil Dolwani, was filmed at Cardiff and Vale University hospital. An expert in removing complex bowel polyps, Doctor Dolwani gave an explanation of what was happening throughout the live broadcast.  

The patient, Philip McSparron, is now in recovery and the polyps will be sent for further analysis. 

A 60 second version of the ad will be broadcast tonight at approximately 9.10pm during the second break of Channel 4 drama No Offence – currently attracting an average overnight audience of 1.9 million viewers. 

Ed Aspel, executive director of fundraising and marketing at Cancer Research UK said: “Broadcasting Philip’s colonoscopy live gave us the opportunity to show one of the many people across the UK who is benefitting from procedures that wouldn’t be possible without research. We hope that viewers were interested to have this unique insight into the human body and witness a simple procedure that can actually prevent cancer from developing. Our thanks go to Philip for taking part.

“Half of us will be diagnosed with cancer in our lifetime so it’s important to break down barriers, encourage conversation and show the progress that is being made in beating cancer. It’s our ambition to speed up progress so that within the next 20 years, three in four people will survive their cancer for at least 10 years. At Cancer Research UK, we rely on people’s generosity as we don’t receive any government funding for our life-saving research. We hope the advert was able to show the impact research has made so far and inspire people to see how their support can enable continued work to beat cancer.”

Danny Peace, agency principal from Channel 4 said: “This partnership with Cancer Research UK delivered a truly unique and highly engaging experience for viewers whilst conveying a very important message. We’re really excited to have built upon 4 Sales’ legacy for industry leading ad break innovations.” 

Doctor Dolwani said: “Being part of the advert has given me the opportunity to highlight the colonoscopy procedure that can remove bowel polyps, diagnose cancer earlier and through helping start treatment early, save lives. In the early stages of having a polyp or bowel cancer people may not have any symptoms and the home screening test is simple to do. I hope viewers were interested to see what happens during a colonoscopy to remove bowel polyps and I am thankful to Philip for allowing us to show his procedure.”

Patient Philip McSparron said: “I was happy to take part in the Live from the Inside project and am very pleased it went well. I really hope that this has helped to raise awareness of the importance of research in helping prevent, diagnose and treat cancer. And it’s so important to consider screening when offered, even if you feel fit and well.”

To find out more about the work of Cancer Research UK visit cruk.org.