It's easy to understand what most cancer charities do. They help people who have the disease. With Cancer Research, it's more difficult.

Research is a bit dull - and it's hard to see its effects. We showed that, far from being boring, research is actually our most powerful weapon in the fight against cancer.

Cancer ads always portray people as victims. We turned the tables and made cancer the victim. Cancer has a deadly enemy: research. One day, research will beat cancer. This defiant, empowering message struck a real chord with our audience.

After just three months, the number of people making direct debit donations had increased by 115%. In focus groups carried out after the first stage of the campaign, consumers were asked a question: If you could only give money to one charity, which would it be? Cancer Research UK was the number one choice.