CR-UK to encourage public to join forces
Cancer Research UK (CR-UK) is launching an integrated campaign, including nearly 18 million door drops, to support its ‘Lives Back’ campaign.
The work, created by OgilvyOne and Ogilvy Advertising, aims to motivate the public by reminding them that by acting together, cancer can be beaten and sufferers can reclaim their lives.
The campaign comprises door drops, 30-second TV and radio slots, press and London Underground ads, and online advertising. The DRTV creative shows loved ones embracing, although is ambiguous about whether this is through joy or sadness.
A total of 17,848,916 door drops will be sent out as part of the campaign in a series of five deliveries, the biggest of which (7.6 million packs) takes place on 12 February. Postal sector rankings have been used to identify the most responsive sectors and radio spots will contain a ‘Look out for your mailpack’ call to action.
Anthony Newman, direct marketing director at CR-UK, said the ‘Lives Back’ campaign “marks a new direction for the charity’s marketing activity. We hope that it will motivate people to help beat cancer together”.
Colin Nimick, executive creative director of OgilvyOne said: “This campaign aims to inspire the public to give their support to the charity’s work. Our high-impact execution, coupled with such a massive targeted mailing, means that CR-UK will receive maximum exposure and benefit.”
Cancer Research UK launched in 2002 after the merger of The Cancer Research Campaign with Imperial Cancer Research Fund. It now has more than half a million regular UK donors and in 2005-06 spent GBP 257m on scientific research into the disease.
Last summer, CR-UK reappointed agency WWAV Rapp Collins to handle all retention and acquisition activity for the 2007 Race for Life fundraising event.
