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Cancer Research launches DRTV campaign through WWAV

LONDON - Cancer Research UK is launching a new TV advertising campaign with the aim of generating more cash donations from people in the UK.

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Created by WWAV Rapp Collins, the direct response campaign is called "How Can I Tell You?" and features the Cat Stephens song of the same name.

The 60-second spot features footage of cancer victims going about their daily lives, with captions detailing the person's name and the age at which they died.

The campaign, which will be aired on Channel 4, Channel 5 and cable channels, asks viewers to pledge £2 by calling an 0800 number and is expected to run for at least a month.

Helen Wright, direct marketing director at Cancer Research, said: "These images are shocking -- but this is reality. Children, adults and the elderly lose their lives every day to cancer. It is vital that we raise more funds to help us work tirelessly to find new cures to stop cancer today."

Media for the campaign was handled by WWAV Rapp Collins Media.

Cancer Research UK was formed in February by the merger of the two separate charities The Cancer Research Campaign and Imperial Cancer Research Fund.

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