Our insight was that thanks to Cancer Research UK, thousands of people are still here today who wouldn't have survived the disease ten years ago.The TV execution features actors in different situations delivering the line 'I shouldn't be here' to camera. The situations are deliberately ambiguous. Intrigue is used to draw the viewer in before we reveal that the people they are watching have all survived cancer thanks to cancer research. The execution ends with a young woman saying 'My Mum should be here' as a reminder that there is still much more to do.

Early results show that response rates for the TV are 25% better than Cancer Research's 2004 campaign, which raised over £13 million. Overall, there has been a 192% increase in direct debit signups.