Cancer Research Uk - "I shouldn't be here"

OgilvyOne Worldwide London

OgilvyOne Worldwide London London, United Kingdom

Премии

10348

Бренд: Cancer Research Uk
Страна: United Kingdom

Рекламодатель: Cancer Research UK

Заголовок	I shouldn't be here
Агентство	OgilvyOne Worldwide London
Кампания	Still Here - Cancer Research UK
Рекламодатель	Cancer Research UK
Бренд	Cancer Research Uk
Posted	Июль 2005
Продукт	Fundraising
Бизнес сектор	Благотворительные организации, фонды, волонтеры
Слоган	I shouldnt be here
философия	Named I Shouldnt 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 wouldnt 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 peoples lives it is not about the lab science. The TV shows moments in peoples 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.
Проблема	Our brief was about hope. Many people see cancer research as a bottomless pit. They dont think making a donation really makes any difference. After all, they havent 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.
Результат	Overall, outstanding creative and strategy, used with alternative methods of targeting have resulted in huge awareness and support for Cancer Research UK.
Тип медиа	Печать
Рынок	United Kingdom
Креативный директор	Colin Nimick
Креативный директор	Paul Hargreaves
Копирайтер	Emma De La Fosse
Арт-директор	Charlie Wilson
Копирайтер	Cara Hickey
Копирайтер	David Shearer
Арт-директор	Oliver Payne
Дизайнер	Carl Elton