Cancer Research UK: Help us make it sooner
Emily Harlock and Katie DallasAbbott Mead Vickers BBDO London
Summary
Cancer Research UK had a problem. Their growth had stalled, and important research could not be funded.
We needed to create a new relationship with our supporters: more emotional; more committed.
We realised that we needed to make what we really did emotional, rather than borrow emotion from elsewhere. We told supporters that through research we would get to a day when all cancers would be beaten; and that by supporting us, they could help make that day sooner. This helped...