Hit or Miss? Cancer Research launches upbeat campaign

Combating cancer Cancer Research UK kicked off an integrated campaign this week to highlight its successes in helping people beat the disease.

The campaign features real doctors alongside cancer patients and survivors, while media outreach concentrated on the news that survival rates have doubled. The Daily Telegraph and the Daily Express ran front page stories, but the campaign also stressed that more investment was needed.

HOW I SEE IT

Jessica Fine

Director, head of healthcare, Lexington

Cancer is an emotive issue and for once the headlines are positive - highlighting the amazing improvement in survival rates.

Twenty years ago, surviving cancer was something we hoped for but rarely talked about. This high profile campaign is an inspiration. The faces of the survivors in the TV ad are a testament to the success of years of fundraising, research and campaigns for access to new treatments. But the campaign also tells the stories of those who are still fighting.

The campaign uses real people to engage the viewer and balances the 'good stories' with the stark realities that affect patients and their families. The media coverage focused on the fact that survival rates have doubled, but the crucial message of the campaign remains clear: the fight against cancer is still on.

HIT

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