FUNDRAISING NEWS: CAMPAIGN WATCH - JUST BREAKING

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Cancer Research UK is working to help cure cancer faster by raising much-needed funds through a new DRTV campaign created by WWAV Rapp Collins.

The 60-second ad is called "How can I tell you

and features music of the same name by folk singer and musician Cat Stevens. It closely follows the charity's first DRTV campaign since the merger of The Imperial Cancer Research Fund and The Cancer Research Campaign - entitled "Mirrors,

which went on air in February this year.

The latest ad shows images of cancer victims doing day-to-day activities, with captions detailing their names and the age they died.

The campaign asks viewers to call an 0800 number and pledge £2 a month to help Cancer Research.

The hard-hitting ad finishes on a positive note by showing scenes of people who successfully fought the disease being visited in hospital.

The commercial was written Maria Phillips, creative director at WWAV.

Helen Wright, direct marketing director of Cancer Research, said: "These images are shocking, but this is the reality. Children, adults and the elderly lose their lives every day to cancer, so it's vital that we raise more funds to help find new cures."

The 60-second commercial and 10-second version of the DRTV ad broke last week and will be shown on Channel 4, Channel 5 and satellite and cable TV. The media planning and buying was also handled by WWAV.

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