Live from Inside the Human Body
Cancer Research UK, MediaCom and Anomaly
Cancer Research UK’s 20-year ambition is for three-quarters of cancer sufferers to survive the disease for at least 10 years. It wanted to demonstrate how much work has been done thus far in helping to beat the disease.
The charity’s campaign centred on a live TV ad broadcast from an operating theatre, which presented challenging logistics. CRUK partnered Channel 4 to televise the spot – featuring a live colonoscopy – with support from other partners including Clearcast, Anomaly and Cardiff and Vale University Hospital.
Channel 4 drove awareness of the TV ad by broadcasting 10-second teasers in the week before the live event across some of its biggest shows, including 24 Hours in A&E. The ad was also streamed on Facebook Live, before a cancer specialist took over the broadcast to answer viewers’ questions.The ad was then made available across Channel 4’s social-media accounts.
CRUK says the ad became the most impactful UK cancer ad to date, resulting in a 30% increase in online visits to the fundraising pages on its website. There was also a 30% uplift in calls to the NHS bowel cancer helpline.
Media director: Tracy Jeffrey
Senior planner/strategist: Tom Planer/Elena Redden
Client company: Mars
Brand: Maltesers and more
than 90 other clients/brands
Client company: Camelot
Brand: The National Lottery
Media agency: Vizeum
Media director: Toby Foy
Senior planner/strategist: Anna Palmer
Media/brand manager: Adam Chataway
Global, The Media & Entertainment Group
Greene King Pub Co.
Brand: Radio X beer – Amplified
Creative agency: Global,
The Media & Entertainment Group
Sue Thomas-Taylor, marketing
director, Greene King Pub Co
Kiran Crawford, brand controller – premium, London & Metropolitan,
Greene King Pub Co
Manning Gottlieb OMD
Client company: Age UK
Brand: Age UK
Media agency: Manning Gottlieb OMD
Media partners: Channel 4, CPL
Creative agency: Drum
Giving Movember its mojo back
Client company: Sainsbury's
Media agency: PHD
Becci Dive and Lucy Brown
Creative agency: Abbott Mead Vickers BBDO, Passion
Media/brand manager: Poppy Shoute