Cancer Research UK is set to launch a new integrated campaign on Boxing Day, taking the new direction of promoting the power of research in bringing forward the day all cancers are beaten.
The integrated campaign will appear across television, radio, press, outdoor and digital, and be supported by a full press, PR and social media strategy from 26 December 2012 until the end of February 2013.
There will be two TV campaigns: the first, launching Boxing Day, will focus on the pioneering research which Cancer Research carries out, while the second, to be unveiled on 3 January, will show the advances already made in treating childhood leukaemia and the aims of beating all cancers.
The TV ads are the work of award-winning director Frank Budgen, working with advertising agency AMV BBDO.
Natasha Hill, director of brand and strategic marketing at Cancer Research UK, said: “This has got to be our boldest and most exciting advertising campaign so far. We’re taking a new approach which we hope will help reignite support for the work we carry out. We’re making progress day by day, but we can’t sit back and relax. One day we will beat all cancers, and we’d like everyone to help us make it sooner.”
The integrated communications campaign will include national and regional PR led by Cancer Research UK’s in-house teams. The social media campaign has been devised and delivered by retained agency 33Seconds, making use of the social platform Pinterest alongside more typical channels Facebook and Twitter.
Digital agency Conran Design Group will be delivering a full digital campaign that will feature a series of short films showcasing the power of research through different people’s stories. Retained agency Mediacom developed and bought the integrated media plan which reflects the refreshed brand and goes beyond display.