Charlie Wilson
Chief Creative Officer at OgilvyOne Worldwide London
London, 英国
标题Still Here
广告战役 Still Here - Cancer Research UK
广告主 Cancer Research UK
品牌 Cancer Research Uk
Posted6月 2005
产品 Fundraising
行业领域 慈善机构、基金、志愿者
广告口号 I shouldn’t be here
哲学 Named ‘I Shouldn’t Be Here’, the idea revolved around the fact that thanks to Cancer Research UK, there are hundreds of thousands of people still alive today, who wouldn’t have survived without the amazing advances made over the last 10 years.

Across the campaign and within media the progress is carefully balanced with the continued need for funds to accelerate progress further and save even more lives - 155,000 people still lose their life to cancer each year.

This is a campaign about how Cancer Research UK has touched people’s lives – it is not about the lab science. The TV shows moments in people’s lives, some everyday, some special, as they take a moment to reflect on how cancer has affected their lives.

A national press campaign, cross-tracks and tube card panels supported the TV. A series of six real life stories have been used to add a layer of context and demonstrate the breath of advances Cancer Research UK have made. The stories showed the ‘clever science’ in a personal and human way.

Other media includes regional 30-second radio, a national direct mailing and online advertising. The campaign pre-launched with a projection onto Battersea Power Station and as it builds ambient media has been added including benches dedicated to cancer survivors.

The beauty of the idea was that it could be flexed to fit a broad cross section of media so that the campaign was fully integrated rather than being ‘matching luggage’.
问题 Our brief was about hope.

Many people see cancer research as a bottomless pit. They don’t think making a donation really makes any difference. After all, they haven’t found a cure for cancer, have they?

We had to demonstrate the real progress that the organisation has made and that donating £2.00 per month to Cancer Research UK is the best way to prevent suffering and save lives from cancer.
结果 Overall, outstanding creative and strategy, used with alternative methods of targeting have resulted in huge awareness and support for Cancer Research UK.
媒体类别 其他
市场 英国
Brand Manager

People related to this work



Create a free Talent profile and become a member of AdForum

Get Started