Charity Cancer Research UK has launched a multi-media campaign setting out its ambition to increase cancer survival rates.
The ‘We Will Beat Cancer Sooner’ campaign launched on 18 August and is running for six weeks across all media channels.
It is based on recent statistics that show one in two people now survive cancer. 40 years ago only one in four people survived cancer for 10 years or more.
Cancer Research UK has set out to double the speed of progress and increase this to three in four people surviving cancer, over the next 20 years.
The campaign, by AMV BBDO, includes a TV ad entitled "what now?", supported by outdoor, radio, digital and print to showcase ways for consumers to get involved.
Carolan Davidge, director of communications for Cancer Research UK, said: "The We Will Beat Cancer Sooner campaign sets out our ambition that cancer will be beaten, with the help of our supporters.
"This ambition gives us licence to communicate with a new bold attitude, emphasising our determination and conviction, while also highlighting the importance of collective support.
"It’s as a united front that we will reach our ultimate goal, to bring forward the day when all cancers are cured."
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