By Sarah Vizard

The campaign uses real-life footage of cancer patients, their families and the researchers and medical professionals involved with treating them. It was created by Anomaly as well as TV production company The Garden, the brains behinds programmes such as ’24 hours in A+E’.

Cancer Research UK’s Newman speaks about the new brand direction, marrying brand and direct response campaigns and moving away from the ‘clinical’ representation of research by bringing patients’ stories to life.

When we sat out to do this we wanted not just another ad campaign but a communications platform.

Lots of the work we do is direct marketing – Read full story ›

Source: Marketing Week