Those who survive cancer are given the “All Clear”. By offering our audience an opportunity to help more people hear these words we managed to create sufficient ‘feel good’ about the future for cancer and motivation to give. The creative executions dramatically brought Cancer Research UK into a central role in the cancer experience.Working closely with a media agency, we developed variations to maximise the brand and direct response objectives with 30” used in prime time and 60” with 10” tail to air in traditional DRTV spot times and channels.

This was a huge success for Cancer Research UK in raising awareness without compromising response rates. Brand awareness was up a staggering 2.6 times more than previous campaigns. Responses beat the ambitious targets. New donors: a projected five year income of £13.1m. At the peak of the campaign we smashed targets set by existing acquisition control levels by 31%! A ‘halo’ effect was evident with inserts and door drops showing results of 18% and 34% respectively.