Cancer Research UK has provided prime-time TV space to cancer survivors and their families, giving them the opportunity to thank those who have remembered the charity in their wills.
CRUK worked with the creative agency Atomic to create a number of videos that focus on people affected by cancer, which it hopes will encourage people to leave gifts to the charity. Last year, income from CRUK's Gifts in Wills fund totalled £178m and contributed to more than a third of the charity’s work on the prevention, diagnosis and treatment of the disease.
The unscripted adverts will be aired during shows such as ITV's Coronation Street and The X Factor and Channel 4’s coverage of the Paralympics. They will also appear on other channels, including Sky Media, Channel 5 and ITV and Channel 4’s on-demand digital platforms. Further activity is slated to run in print, online and on social media.
Atomic travelled around the UK visiting people in their own homes to film them using a small crew and iPads. Guy Bradbury, founding partner at the agency, believes the realism of the films and stories will prove effective.
"There’s no background noise and no fancy angles, just a real person telling their story – and I think that will resonate with the millions of people affected by cancer every year," he says.
Sarah Squire, senior manager of legacy marketing at CRUK, says: "By effectively handing over high-profile media space to everyday people and letting them tell their stories in their own words, we believe the adverts will create cut-through.
"Everything in the TV adverts is completely unscripted and the print creative features stills that people have taken in their own homes. We hope the campaign will encourage people to recognise and understand the power of a gift left in a will."