Cancer Research UK aims for positive end to 'bad day'

Cancer Research UK

New ad campaign from Cancer Research UK features cancer patients and survivors

THIS month, Cancer Research UK is set to unveil its first national television ad campaign featuring cancer patients and survivors. Part of an integrated brand communications campaign which aims to raise awareness and increase donations for vital research into cancer, the television ad premieres on Sunday 12th July and airs for seven weeks.

Developed by Cancer Research UK in collaboration with advertising agency AMV BBDO, the thought provoking 'Bad Day' campaign focuses on the emotions and realities of being given a cancer diagnosis. Speaking direct to camera and engaging the audience on a personal level, each of the participants helps deliver a message which recognises the progress made in treating cancer, but also highlights the fact that there is still a long way to go to beat cancer.

An online component of the media initiative, encompassing a new website 1, will be delivered alongside radio and poster advertisements. The website will host stories and a mosaic of images of each of the cancer survivors and patients taking part in the 'Bad Day' campaign, as well as information about the life-saving work of Cancer Research UK and how to support the charity. In addition, the campaign will be supported with a national and regional PR strategy focusing on the personal stories of the people featured and why they support Cancer Research UK.

Director of brand and PR at Cancer Research UK, Carolan Davidge, said: "The 'Bad Day' campaign showcases real people who are surviving cancer today thanks to the pioneering advances in the prevention, diagnosis and treatment of cancer.

"Every one of the inspirational people featured in the ad is either a cancer survivor or cancer patient, and each of them has experienced first hand the truly 'bad day' which is played out in the ad. We have chosen real people over actors to emphasise that cancer is not something which happens to 'other people', it is around us every day whether that be personally or through family and friends.

"Working alongside AMV, we have developed an innovative communications programme that we hope will engage the public, deliver our core messages and encourage donations to fund our vital work."

Paul Brazier at AMV BBDO led the creative team which worked closely with Cancer Research UK to develop the campaign.

Ian Pearman, Managing Director at AMV BBDO said: "Cancer touches us all, so Cancer Research UK creative work must do so too. We are incredibly proud to have been able to support such an amazing organization."

Thanks to the continued support of the public, Cancer Research UK has been at the forefront of advances in the prevention and treatment of cancer and is making a significant impact on the lives of those affected by the disease. In the UK around 300,000 people are diagnosed with cancer every year and it is responsible for one in four of all deaths. Cancer Research UK is dedicated to reducing the number of deaths from cancer and, thanks to the charity's work; more people are beating cancer than ever before.

Davidge added: "Cancer survival rates have doubled in the last thirty years and our work has been at the heart of that progress. However, although great advances have been made in recent years, there is still a long way to go to beat cancer. All of Cancer Research UK's funding comes from the efforts and generosity of the public and at this time, more than ever, we need people to support our work."

To find out more about all the different ways you can support Cancer Research UK, including making a regular monthly donation, visit

1Website will be live from Sunday 12th July 2009


For further information or high-res images please contact the Cancer Research UK press office:

About Cancer Research UK

  • Together with its partners and supporters, Cancer Research UK's vision is to beat cancer.
  • Cancer Research UK carries out world-class research to improve understanding of the disease and find out how to prevent, diagnose and treat different kinds of cancer.
  • Cancer Research UK ensures that its findings are used to improve the lives of all cancer patients.
  • Cancer Research UK helps people to understand cancer, the progress that is being made and the choices each person can make.
  • Cancer Research UK works in partnership with others to achieve the greatest impact in the global fight against cancer.
  • For further information about Cancer Research UK's work or to find out how to support the charity, please call 020 7009 8820 or visit

About AMV BBDO Ltd

AMV BBDO was Marketing Magazine’s Creative Agency of the Year 2007 and is one of the most consistently creatively awarded agencies in the world, famous for award winning advertising campaigns for clients including The Economist, Guinness and Sainsbury’s. In The Gunn Report, published every year to aggregate the performance in creative awards ceremonies around the world, AMV BBDO has been the top performing UK agency and BBDO the top performing international network since the awards began. However, we are not just awarded for our creativity - winning the Grand Prix at Cannes for Guinness ‘noitulovE’ and most awarded network at Cannes - we are also awarded for our thinking and were the most awarded agency at the 2006 Marketing Society awards and won the Grand Prix for our Sainsbury’s work at this year’s awards.