FUNDRAISING NEWS: CRUK appeal conveys drop in cancer deaths

Cancer Research UK is using a positive message about a significant drop in the number of deaths from cancer over the past three decades, as part of its biggest-ever fundraising campaign.

The charity aims to raise £16m from its 'All Clear' appeal, which is anchored in recent research showing that deaths from cancer have fallen by 12 per cent over the past 30 years.

The campaign, designed by WWAV Rapp Collins, highlights that those diagnosed with cancer now have a much greater chance of survival thanks to research conducted by organisations such as Cancer Research UK.

It goes on to explain that more still needs to be done to bring the disease under control, and asks for a donation to help CRUK step up its research.

"We created the 'All Clear' campaign because we wanted to convey a message of hope and reduce the fear which many people have of cancer," said Sarah Lyness, marketing director at Cancer Research UK. "We hope this positive advertising campaign will change people's perceptions that every cancer diagnosis is an automatic death sentence."

Existing CRUK supporters will be approached through direct mail, and new donors will be targeted using a variety of media, including TV, radio and poster advertising, a door-drop campaign, and online activity. CRUK's 600 charity shops will also publicise the campaign.

The TV adverts, which will run on ITV, Channel 4 and Five as well as cable and satellite channels, ask for a regular donation of £2 a month "so that even more people can hear the words 'all clear'".

The charity is also testing Bluefrog's text-to-give service. A number will be shown on the TV ads to which donations can be texted.

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