Cancer Research unveils interactive TV donor adverts

Cancer Research UK is launching a new interactive TV advertising campaign that for the first time allows viewers to donate by direct debit through their TV sets.

At the end of each ad, which will be broadcast on Sky One, UK Living and UK Gold, Sky Digital viewers can follow a call-to-action and press an interactive button that links through to a virtual direct debit form, which can be completed via remote control.

Cancer Research UK hopes the campaign will attract more than 1,000 new supporters over the next four weeks. The ad will be broadcast once a day from this week until 7 April.

Imperial Cancer Research Fund previously ran an interactive TV ad on Sky in 2000 that enabled viewers to complete a form that entitled them to receive direct debit details through the post.

Cancer Research's senior marketing executive Anthony Newman said: "We're using this new interactive channel to reach more people and offer a reduced barrier to response. Interactive TV is part of the future, and as such we want to maximise its potential by being one of the first charities to market."

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