Two cancer charities have launched new interactive video campaigns focusing on the science behind the disease and its treatment.
Over two days, shoppers could see a digital billboard that encouraged viewers to show their support for children undergoing cancer treatment by shaking their phones to ring the end-of-treatment bell, signifying the moment when treatment for young patients is complete.
To ring the bell, people entered their details into a web address on their mobile phones. Videos of children ringing the end-of-treatment bell then appeared on the billboard, to be followed by a personalised on-screen thank-you message. People could also donate to the charity via their phones.
A video featuring footage from the two-day event has been launched across Children with Cancer UK’s social media platforms as part of its awareness-raising activities for Childhood Cancer Awareness Month 2018.
Meanwhile, celebrities including Stephen Fry, Olivia Colman, Danny Dyer and Jo Brand have been enlisted to front a series of virtual reality films for Stand Up To Cancer.
The films, which are being promoted on Facebook, Twitter, Instagram and Stand Up To Cancer's own site, are best viewed through VR headsets. These can be bought for a suggested £2 donation at WHSmith, with which the charity has partnered for the campaign that culminates in a programme called Stand Up To Cancer 2018, to be screened on Channel 4 on 28 October.
In the first film, Colman takes viewers on a cellular-level VR tour of the human body as viewers shrink to the size of cells and follow in the wake of "nano-tech drug parcels" – a potential new cancer treatment.
In another, Fry educates viewers about the history of cancer, from evidence that dinosaurs suffered from the disease to recent scientific breakthroughs in treatments. And in the third film, Dyer, Alexa Chung, Greg Rutherford, Jo Brand and Jason Manford ask viewers to choose their ideal "plus-one" to watch the Stand Up To Cancer 2018 show with.
Viewers can choose their favourites among the celebrities featured in the film, visit the campaign site and receive a message of thanks from the celebrity of their choice.
Fry, who was treated for prostate cancer earlier this year, said: "I’ve always believed that history matters greatly. The past illuminates the present. The history of cancer is a pivotal and fascinating story.
"These wonderful films for Stand Up To Cancer lay that past bare, taboos and all, and stand testimony to the huge strides humans have made in beating this horrible disease."