Cancer Research UK launches first brand campaign for two years

Cancer Research UK (CRUK) has launched its first brand communications campaign for two years.

Cancer patients: featured in Cancer Research ad
Cancer patients: featured in Cancer Research ad

The ‘Bad Day’ campaign centres on real people, their personal stories and why they support CRUK. The PR strategy is to get these stories into the national and regional press.

The charity has also put these people in a series of new TV adverts created by AMV BBDO, which kick off on 12 July and run for seven weeks.

A ‘making of’ video will also be seeded online and sent out to all national newspapers and magazines. All PR will be handled by the inhouse team.

The campaign kicks off today with a hard news story showing that survival rates for certain cancers had improved as a result of its research.

CRUK wants to demonstrate to the public that its research has had a positive impact on survival rates, but also show that it still needs public donations.

The charity’s brand and PR director Carolan Davidge said that for the first time PR was involved at the planning stages of the campaign, rather than being used as an ad-on to an advertising campaign.

She said this change had happened because, ‘PR is incredibly important in this day and age. It plays such an important part for charity brands because it is more cost effective and helps our budgets go further’.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in