Read article Our latest advertising campaign
Our latest campaign launched on Boxing Day. It highlights the power of research in bringing forward the day all cancers are beaten. It’s the first major advertising campaign we have run since August 2011.
The campaign continues until the end of February and includes TV, radio, outdoor posters, newspaper, magazine and digital advertising and is supported by PR and social media. The power of research is told in different ways – by highlighting our groundbreaking science, proving progress made through investment in research across a range of cancers, and by sharing the stories of real people who are alive today because of research.
It's cancer's turn to be afraid
A TV ad has been created which showcases the amazing progress we are making in improving survival rates in childhood leukaemia and reinforcing our belief that one day we will beat all cancers. And it is only with the public’s help we can make that day come sooner.
Today eight of ten children survive leukaemia thanks to research.
The campaign launched with a different TV ad on Boxing Day, which introduces the idea that cancer’s ultimate enemy is research, taking you on a journey engaging with science, demonstrating the power of research in the fight against cancer. The overarching message is one of inspiration; sharing our belief that one day cancer will be beaten and that it’s now cancer’s turn to be afraid.
Cancer has an enemy. Research.
Saving lives
By sharing the stories of seven cancer survivors, we can demonstrate that our research is saving lives. These stories are told through radio, newspaper and magazine ads. Simple but powerful testimonials show that the ultimate benefit of research is that more survivors are alive today. You can see the three press adverts below:
Research kills cancer
We’ve taken a different creative approach for the outdoor posters. By using short, powerful, bold statements, we want to drive conviction in our work and drive belief in the power research has to kill cancer.
Questions
Why are you spending money on an advertising campaign?
For our brand to continue to grow and achieve scientific advances, it’s important that we invest in it, just like all good brands do. We cannot afford to simply stand still. Our scientific ambitions are being limited by the fact we cannot afford to fund all the promising research proposals we receive. The cost of this work will be outweighed by the added income and support we will create by building a stronger brand which is distinct, stands out, and is more engaging. We believe it will help us save more lives in the future.
How can you say that you’re going to beat cancer?
We know that research works. We’ve seen research lead to vaccines which have wiped out diseases such as smallpox and polio, and thanks to our scientists survival rates for cancer have doubled in the last 40 years. Research is already beating cancer. Scientific advances have put cancer cures within sight – we have the technology and we have the knowledge. All we need now is continued funding.
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