Touching Cancer Research UK Campaign Shows How ‘Together We Will Beat Cancer'
Cancer Research UK has today launched a new advertising campaign, which tells a single, powerful, and more consistent story of the positive impact the charity’s work is having on the lives of people affected by cancer.
The new campaign goes live today, 1st September, to mark the launch of the charity’s refreshed brand, and links Cancer Research UK’s scientific and research breakthroughs with what this means for cancer patients and their families every day – the invaluable life moments that they’ve been able to enjoy thanks to research. The aim of the brand refresh is to increase awareness of the charity’s purpose and impact, as well as support for its lifesaving work.
A key shift of the refresh includes an evolution in the strapline, from ‘Together we will beat cancer’ to ‘Together we are beating cancer’ helping move the charity away from the idea of finding a ‘single cure for cancer’, towards focussing on the progress that is being made every day by scientists and researchers across the UK.
Developed with Anomaly, the ‘We Are’ campaign will be seen across TV, radio, outdoor, VOD, digital and social media. It shows the heart warming, emotional moments - such as milestone birthdays, anniversaries, date nights, choir practice, playing sports with friends again, or simply having more time with loved ones - being made possible thanks to the scientific breakthroughs Cancer Research UK has made and continues to make.
Breakthroughs such as the development of radiotherapy, which benefits more than 130,000 patients every year in the UK, or the discovery of the 11 different subtypes of breast cancer which has led to personalised breast cancer programmes. Cancer Research UK has a long and proud list of achievements to draw on, and many more will be highlighted throughout the campaign.
Philip Almond, executive director of marketing, fundraising and engagement at Cancer Research UK said, “Our powerful new campaign reflects the evolution of our brand. We’re shining a brighter light on how our research is making an incredible difference right now in improving outcomes for people affected by cancer. Cancer survival in the UK has doubled in the last 50 years and we’ve been at the heart of that progress. Every day we see the impact of our vital work on those affected by cancer and their loved ones. That’s a great story to tell and our new campaign showcases the touching moments being made possible thanks to our research. We want to inspire people to see that our progress is their progress. And this progress is only happening thanks to their support. Refreshing our brand gives us the opportunity to get better cut through in a competitive fundraising environment and demonstrate the human impact of our vital work in an engaging and inspiring way. Supporting Cancer Research UK is being part of the solution to beating this awful disease and bringing about a world where everybody lives longer, better lives, free from the fear of cancer.”
Joe Corcoran, executive creative director of Anomaly London said, "We're putting research back at the heart of Cancer Research UK's messaging. They've made so many ground breaking, jaw-dropping discoveries; this campaign shines a light on their progress and the real-life impact and tangible benefits cancer patients consequently experience. Every discovery is a cure for a sister, a kinder treatment for a father, more time for a family. The trajectory of progress Cancer Research UK is making is optimistic, and we want to reflect that. By creating the small shift in the brand line from 'Together we will beat cancer' to 'Together we ARE beating cancer', we highlight the victories that are happening right now, not just in the future."
The stories and moments being shared across the We Are campaign are from people aged between 18 and 84, some of whom are currently being treated for cancer, and some who have finished treatment. They demonstrate strong links to Cancer Research UK’s pioneering work – for example being treated with a drug the charity helped develop or being part of a clinical trial the charity funded. The striking research footage and visuals seen in the campaign were captured at the Francis Crick Institute in London.
Production company PrettyBird helped bring the campaign to life. Jess Kohl, director, said, "Everyone we filmed was affected by cancer; many were in remission or undergoing treatment, others were supporting those they love. The intention was to visually and emotionally connect the tireless, innovative work that Cancer Research UK is doing with the individuals and families who may not be here if it weren’t for this. Often when we see cancer represented in adverts, there’s a focus on tragedy - whilst this is an undeniable reality of the disease, there’s also lots of people who are living life to the fullest. We wanted to represent them in this campaign.”
Depending on the creative execution, different calls to action will be used including donating, regular giving or pledging a gift in a Will.
Media has been planned and bought by EssenceMediacom.
The public are also being invited to take part in the campaign, as part of the ‘#MoreMoments’ activation. Cancer Research UK is calling on people affected by cancer – whether themselves, or a loved one – to upload a picture of their special moment to an online photo wall on the charity’s website. Supporters are also being asked to share these images on social media using the hashtag #MoreMoments. Cancer Research UK will bring these together to create a diverse collection of the touching moments being made possible everyday thanks to research.
As part of the wider brand refresh, Cancer Research UK has worked with Design Bridge & Partners to review its visual identity and tone of voice. It will be more engaging, distinctive, brave and unifying for all its audiences.
The charity’s ‘dot’ logo, which represents moments coming together to tell the story of cumulative progress to beat cancer, has also been simplified and a new photography style which captures genuine and authentic moments will be used.
Last week, Cancer Research UK published its annual report and accounts, reporting good progress in a difficult economic environment. The charity remains the largest charitable funder of cancer research in the world and is on track to spend at least £1.5bn on research over a five-year period of 2021/22 to 2025/26.
