Magazine article Marketing

Cancer Research UK in DRTV Fundraising Push. (Direct)

Magazine article Marketing

Cancer Research UK in DRTV Fundraising Push. (Direct)

Article excerpt

Cancer Research UK, the largest independent cancer research body in the world, is unveiling its first direct marketing campaign since it formed in December.

The campaign, through WWAV Rapp Collins, uses direct response TV supported by a one million-strong mailing. The ad urges viewers to call a freephone number and pledge [pounds sterling]2 a month.

It marks the first wave of fundraising activity for the charity, which was formed following the merger of Imperial Cancer Research Fund and The Cancer Research Company.

Breaking tomorrow (Thursday), the DRTV ads feature people who have lost family members and close friends to cancer. As they look into a mirror, an image of a loved one suffering from cancer appears.

In one ad, a mother sees a reflection of her sick daughter in the mirror but the ad closes on a positive note with the child, who has successfully fought the disease, appearing fit and healthy.

The approach is in line with the current above-the-line advertising through Abbott Mead Vickers BBDO which uses family photographs and home video footage. …

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